The Creative Curve

<p><b><br>A great idea isn't a sudden light-bulb moment. It's taking something familiar and making it feel new. </b><br><br>We&#146;ve been told a lie about the nature of creativity.<br><br>We're told stories about creative geniuses &#150; the young Mozart who effortlessly overshadows the hardworking Salieri; Paul McCartney coming up with the tune for <i>Yesterday</i> in a dream one morning; JK Rowling finding inspiration for Harry Potter sitting on a train to London. What we aren&#146;t told is the actual story behind such hits. In fact there is a science and method for mainstream success whether writing a popular novel starting a company or creating an effective marketing campaign and in this book Allen Gannett &#150; data wizard and successful entrepreneur &#150; reveals the four laws of creativity that are proven to work.<br><br>New ideas are surprising at first and slowly become familiar as we get used to them. Allan Gannett reveals there&#146;s a sweet spot between what feels familiar and safe to us and what is innovative and new: the point of optimal tension between safety and surprise similarity and difference. The people we think of as creative geniuses are people who understand this sweet spot instinctively; they know what people find familiar and reassuring and they find ways to reinvent it fresh.<br><br>Packed with stories and insights ranging from the team behind <i>Dear Evan Hansen</i> to the founder of Reddit from the Chief Content Officer of Netflix to Michelin starred chefs <i>The Creative Curve </i>will help you spend less time on ideas destined to fail and more time on ideas that really break out. This book is for everyone whether you&#146;re a business leader a creative artist or a budding entrepreneur &#150; and will teach you the secret to conceiving great ideas that can achieve major success.</p>