The Creativity Choice

The Science of Making Decisions to Turn Ideas into Action
Based on twenty years of research, a Yale University scientist explains how to make ideas into realities and dispels the myth that creativity is a trait that you're born with. It isn't; instead, creativity is a decision that you make again and again

Based on twenty years of research, a Yale University scientist explains how to make ideas into realities and dispels the myth that creativity is a trait that you're born with. It isn't; instead, creativity is a decision that you make again and again

Anyone who has ever participated in a brainstorming session will know that most of us do not lack ideas. Yet, many people never breathe life into these ideas. To turn inspiration into real achievement, you must decide to act-and then decide to act again and again, despite obstacles, until your thoughts take shape and come to life. This is what Dr. Zorana Ivcevic Pringle calls the creativity choice.

Drawing on decades of research into the science of creativity, The Creativity Choice teaches readers how to bring ideas out of your mind and into the world. With stories ranging from an entrepreneur who built a national nonprofit, to a YouTuber who turned a hobby into a professional career, to a business leader who established a company culture of innovation, Pringle illuminates how people make creative ideas happen: what it takes to get started, the psychological and emotional tools needed to navigate the creative process, and the social conditions that allow creativity to succeed. Through this book, you'll learn how to bridge the gap between having the first spark of an idea and actually doing something with it.

UK Delivery:

• Free delivery on all orders of £10 or more.
• £1.49 delivery fee on orders below £10.
• UK orders are shipped via Royal Mail 2nd Class.

International Delivery:

• Flat rate delivery charges vary by country.

Dispatch and Delivery Times:

• All orders are shipped from our warehouse in Northampton, UK within 48 hours of receipt during working hours.
• UK mainland orders typically arrive within 3-5 working days via Royal Mail 2nd Class.
• International estimated delivery times:
• Europe & Channel Islands: 7 to 10 working days
• USA: 7 to 15 working days
• Rest of the World: 9 to 21 working days

View our full delivery infomation here.