The Creative Curve: How to Develop the Right Idea, at the Right Time

 
　　我們一直都被灌輸著一種觀念，創意是一種萬中選一的天才才有的天賦，除非我們生下來就是莎士比亞，否則我們想破頭也寫不出哈姆雷特。然而，服務過美國合眾銀行丶微軟丶Honda 汽車等全球知名企業的數位行銷公司 TrackMaven 創辦人 Allen Gannett 打破了這個迷思。
 
　　最新的研究指出，創意的背後其實有一套既定的程序，不論是寫出一本暢銷小說或是舉辦一場成功的行銷活動，都是在這套程序運作下的產物。話劇界奧斯卡東尼獎獲獎作品《致埃文．漢森》製作團隊丶Netflix 內容長丶米其林主廚等人的靈感並非從天而降，而是 Allen 提出的這套黃金四守則幫他們找到創新與守舊中的最佳平衡點，成就人人稱羨的現況。
 
　　不用再苦等突如其來的靈感了！本書用鐵錚錚的科學研究告訴你，謹守黃金四守則，你也可以主宰創意。（文 / 博客來編譯）
 
Great ideas take something familiar and make it feel new.

　　We’ve all heard the stories about creative geniuses -- the young Mozart who effortlessly overshadows the hardworking Salieri; Paul McCartney coming up with the tune for Yesterday 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 real story behind such hits. In fact there is a science and method for mainstream success that anyone can master, and in this book Allen Gannett – data wizard and successful entrepreneur -- reveals the four laws of creativity that are proven to work.

　　Recent research reveals a fascinating new truth behind commercial success, whether in music, writing, entrepreneurship, or engaging customers. There is a sweet spot on the creative curve 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 instinctively; they know what people find familiar and reassuring, and they find ways to reinvent it fresh.

　　Harnessing this pattern can unlock extraordinary human potential in all of us. Whether you are starting a company, running an ad campaign, or writing a song, The Creative Curve will 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.