The media world has been abuzz about Wired and New Yorker contributing writer Jonah Lehrer's new book Imagine: How Creativity Works.
No wonder, as it's a mind-altering read that sheds light on what happens behind the scenes of creativity, the importance of which has been obvious to the ad industry but whose value is being increasingly recognized in the larger world of business and marketing. The book is full of examples of the alchemy of science, chance, intention, risk-taking and persistence that contributes to innovation.
Mr. Lehrer's most illuminating stories include how Bob Dylan, drained of artistic juice, was on the verge of ending his musical career when he had the breakthrough that resulted in "Like a Rolling Stone," and how Dan Wieden came up with Nike's famous "Just Do It" tagline after thinking about serial murderer Gary Gilmore. He also discusses how the interior of Pixar's headquarters has been set up to fertilize ideas. And there are the famous creation stories behind P&G's Swiffer and 3M's Post-It Note. He also goes into the biology behind some of the more familiar creative conundrums: why it figures that artistic genius is often linked to madness; why, sometimes, the most talented individuals may be the most depressed ones; and why children happen to be "effortlessly creative."
Imagine: How Creativity Works
Mr. Lehrer's most illuminating stories include how Bob Dylan, drained of artistic juice, was on the verge of ending his musical career when he had the breakthrough that resulted in "Like a Rolling Stone," and how Dan Wieden came up with Nike's famous "Just Do It" tagline after thinking about serial murderer Gary Gilmore. He also discusses how the interior of Pixar's headquarters has been set up to fertilize ideas. And there are the famous creation stories behind P&G's Swiffer and 3M's Post-It Note. He also goes into the biology behind some of the more familiar creative conundrums: why it figures that artistic genius is often linked to madness; why, sometimes, the most talented individuals may be the most depressed ones; and why children happen to be "effortlessly creative."
Imagine: How Creativity Works
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