{"product_id":"9780753548738-creative-curve","title":"The Creative Curve","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eHow to Develop the Right Idea, at the Right Time\u003cbr\u003e\u003cp\u003e\u003cb\u003e\u003cbr\u003eA great idea isn't a sudden light-bulb moment. It's taking something familiar and making it feel new. \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eWe’ve been told a lie about the nature of creativity.\u003cbr\u003e\u003cbr\u003eWe're told stories about creative geniuses – the young Mozart who effortlessly overshadows the hardworking Salieri; Paul McCartney coming up with the tune for \u003ci\u003eYesterday\u003c\/i\u003e in a dream one morning; JK Rowling finding inspiration for Harry Potter sitting on a train to London.  What we aren’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 – data wizard and successful entrepreneur – reveals the four laws of creativity that are proven to work.\u003cbr\u003e\u003cbr\u003eNew ideas are surprising at first, and slowly become familiar as we get used to them.  Allan Gannett reveals there’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.\u003cbr\u003e\u003cbr\u003ePacked with stories and insights ranging from the team behind \u003ci\u003eDear Evan Hansen\u003c\/i\u003e to the founder of Reddit, from the Chief Content Officer of Netflix to Michelin starred chefs, \u003ci\u003eThe Creative Curve \u003c\/i\u003ewill 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’re a business leader, a creative artist or a budding entrepreneur – and will teach you the secret to conceiving great ideas that can achieve major success.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":31619190620257,"sku":"9780753548738","price":13.78,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_32248874.jpg?v=1737102615","url":"https:\/\/www.rarewaves.com\/products\/9780753548738-creative-curve","provider":"Rarewaves.com","version":"1.0","type":"link"}