March 17, 2012
The creative process doesn’t require a muse, according to Jonah Lehrer, author of How We Decide. Creativity is hard-wired into the mind, and this book tells readers how to access it. He explores the science behind the importance of the color blue, the ability of the brain’s right hemisphere to make associations between random thoughts, the clarity that comes with distance, how critique draws out the imagination, and the effectiveness of random conversation. You’ll see the process at work in organizations like Nike and Proctor and Gamble as they develop new slogans and products, in Bob Dylan’s burst of creativity after giving up songwriting, or as employees of Pixar Animation Studios generate ideas in a production meeting. Whether you consider yourself creative or not, this fascinating study will help you understand the process, overcome blocks and tap into your own inventiveness.