The Creative Curve

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.