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The Creative Curve: How to Develop the Right Idea, at the Right Time
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About The Creative Curve: How To Develop The Right
Product Description Big data entrepreneur Allen Gannett overturns the mythology around creative genius, and reveals the science and secrets behind achieving breakout commercial success in any field. We have been spoon-fed the notion that creativity is the province of genius -- of those favored, brilliant few whose moments of insight arrive in unpredictable flashes of divine inspiration. And if we are not a genius, we might as well pack it in and give up. Either we have that gift, or we don’t. But Allen shows that simply isn’t true. Recent research has shown that there is a predictable science behind achieving commercial success in any creative endeavor, from writing a popular novel to starting up a successful company to creating an effective marketing campaign. As the world’s most creative people have discovered, we are enticed by the novel and the familiar. By understanding the mechanics of what Gannett calls “the creative curve” – the point of optimal tension between the novel and the familiar – everyone can better engineer mainstream success. In a thoroughly entertaining book that describes the stories and insights of everyone from the Broadway team behind Dear Evan Hansen, to the founder of Reddit, from the Chief Content Officer of Netflix to Michelin star chefs, Gannett reveals the four laws of creative success and identifies the common patterns behind their achievement. Review "In this stimulating business manual, Gannett, founder and CEO of the marketing analytics firm TrackMaven, asserts, 'There is in fact a science behind what becomes a hit,' namely, neuroscience. He discusses recent psychological research into the appeal that both the novel and the familiar hold for people, writing that successful innovators “find the sweet spot” between 'safety and surprise, similarity and difference.' Gannett debunks the myth that creativity is imparted to select individuals by sharing the little-known but entertaining backstories to enduring creative breakthroughs by the Beatles, J.K. Rowling, and others. He also examines whether hard work and practice can compensate for a lack of innate talent. The central focus of Gannett’s treatise for entrepreneurs with an idea centers on his 'four laws of the creative curve,' which include consumption (familiarizing oneself with a chosen field), imitation (learning from successful predecessors), creative communities (finding collaborators and/or a support group), and iterations ('the use of data-driven processes to refine ideas'). Gannett offers the ideal balance of valuable instruction, accessible writing, and refreshing stories, providing tangible evidence that the creative process he advocates actually works for businesspeople." — Publishers Weekly review " The Creative Curve takes on one of the most pernicious beliefs about creativity -- that it is limited to natural-born geniuses. In fact, as Allen Gannett argues so capably, we all have the potential to come up with ingenious ideas and make them a reality. Seasoned with lively anecdotes, The Creative Curve will take you through the science and practice of creativity so that you can start tapping into your own breakthroughs.” — Daniel Pink, author of WHEN and TO SELL IS HUMAN "A juicy, rollicking tour along the path toward creativity. The good news is that there is no writer's block, and if you want it badly enough, creativity awaits." — Seth Godin, author of Linchpin“To anyone who thinks they are uninspired, stifled, or creatively infertile... this book is for you. Allen Gannett shows that you aren't truly any of those things. You're just doing it wrong.” — Ann Handley, bestselling author of Everybody Writes "Insightful, inventive and practical. . . The Creative Curve shifts our understanding of creativity from a difficult-to-repeat light-bulb moment into a well illuminated and researched path to continual inspiration and creative success." — Shawn Achor, New York Times bestselling author of Big Potential and The Happiness Advantage "All
