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A great idea isn’t a sudden light-bulb moment. It’s taking something familiar and making it feel new.We’ve been told a lie about the nature of creativity.We’re told 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 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.New 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.Packed with stories and insights ranging from the team behind Dear Evan Hansen to the founder of Reddit, from the Chief Content Officer of Netflix to Michelin starred chefs, 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.Editorial ReviewsReview”In this stimulating business manual, Gannett, founder and CEO of the marketing analytics firm TrackMaven, asserts, ‘There is in fact a science behind what becomes a hit,’ namely, neuroscience. He discusses recent psychological research into the appeal that both the novel and the familiar hold for people, writing that successful innovators “find the sweet spot” between ‘safety and surprise, similarity and difference.’ Gannett debunks the myth that creativity is imparted to select individuals by sharing the little-known but entertaining backstories to enduring creative breakthroughs by the Beatles, J.K. Rowling, and others. He also examines whether hard work and practice can compensate for a lack of innate talent. The central focus of Gannett’s treatise for entrepreneurs with an idea centers on his ‘four laws of the creative curve,’ which include consumption (familiarizing oneself with a chosen field), imitation (learning from successful predecessors), creative communities (finding collaborators and/or a support group), and iterations (‘the use of data-driven processes to refine ideas’). Gannett offers the ideal balance of valuable instruction, accessible writing, and refreshing stories, providing tangible evidence that the creative process he advocates actually works for businesspeople.”— Publishers Weekly review”The Creative Curve takes on one of the most pernicious beliefs about creativity — that it is limited to natural-born geniuses. In fact, as Allen Gannett argues so capably, we all have the potential to come up with ingenious ideas and make them a reality. Seasoned with lively anecdotes, The Creative Curve will take you through the science and practice of creativity so that you can start tapping into your own breakthroughs.”— Daniel Pink, author of WHEN and TO SELL IS HUMAN”A juicy, rollicking tour along the path toward creativity. The good news is that there is no writer’s block, and if you want it badly enough, creativity awaits.”— Seth Godin, author of Linchpin“To anyone who thinks they are uninspired, stifled, or creatively infertile… this book is for you. Allen Gannett shows that you aren’t truly any of those things. You’re just doing it wrong.”— Ann Handley, bestselling author of Everybody Writes “Insightful, inventive and practical. . .  The Creative Curve shifts our understanding of creativity from a difficult-to-repeat light-bulb moment into a well illuminated and researched path to continual inspiration and creative success.”  — Shawn Achor, New York Times bestselling author of Big Potential and The Happiness Advantage “All human beings have the potential for great creativity. Gannett explodes the myth that creativity is some mystical talent some are born with while others are not. Read this book to help understand how to unlock your own creativity, and the creativity of every person on your team.”— Kim Scott, New York Times bestselling author of Radical Candor“The internet leveled the playing field for content creators, the creatively inclined and just about anyone interested in sharing their thoughts with others. The Creative Curve provides a learned perspective on how the structural barriers that prevent people from connecting with one another, and ultimately understanding each other, have shifted while showing how everyone has the ability to create their own creative masterpiece.”—Alexis Ohanian, Cofounder of Initialized Capital, Reddit “The perfect book for any marketer who feels that they want to be more creative but doesn’t know how. Gannett makes clear that creating hit products and campaigns, is not something mystical, but rather a critical skill to learn and arm yourself with.” —Meagen Eisenberg, CMO of MongoDB “If you want to understand creativity, and cultivate and maximize your own, The Creative Curve is the book you need.” —Richard Florida, author of The Rise of The Creative Class “The Creative Curve is a must read for digital marketers. Our job is to tell amazing stories that resonate with our audience. Gannett makes it clear that honing this skill is not only possible, but has a well-traveled roadmap.”—Beverly Jackson, VP of Social Strategy for MGM Resorts International “In The Creative Curve, Allen Gannett demystifies creativity and gives readers the tools to launch more creative lives. Through a powerful combination of research, stories and surprising insights, this delightful read makes creativity accessible for the self-identified non-creatives and empowers the creatives to maximize their potential”—Sanyin Siang, CEO Coach and Executive Director, Duke University Coach K Center on Leadership & Ethics“The Apollo lunar program is arguably humankind’s single most creative endeavor. Being a personal and professional passion of mine, I can say with certainty Apollo came from hard work. Now, fifty years later, Allen Gannett shows you a remarkable system to harness that same creative power for your idea or company and he does so in an engaging fast-paced way. What are you waiting for? With Allen as your guide, it’s time for your moon shot!”   —David Meerman Scott, bestselling author of ten books including Marketing the Moon: The Selling of the Apollo Lunar Program, soon to be a major film “Drawing on interviews with highly successful entrepreneurs, Gannett shows that the generation of creative ideas is not the result of a stroke of genius—any more than are the winning performances of Olympic athletes. Both are the culmination of years of preparation and practice. His book uncovers the effective practice methods, such as intensive self-study and experimentation, the search for feedback from masters and peers, and gradual refinement of product ideas.”—K. Anders Ericsson, Conradi Eminent Scholar and Professor of Psychology, Florida State University; and co-author of Peak: Secrets from the New Science of Expertise “The Creative Curve is a must-read for anyone in the business of innovation. And Allen Gannett is one of the smartest entrepreneurs and writers of his generation. His writing is fresh, compelling, and delightfully fun to get through. You’ll find yourself wishing for even more.” —Shane Snow, author of Dream Teams and SmartCutsAbout the AuthorALLEN GANNETT is the founder and CEO of TrackMaven, a software analytics firm whose clients have included Microsoft, Marriott, Saks Fifth Avenue, Home Depot, Aetna, Honda, and GE.  He has been on the “30 Under 30” lists for both Inc. and Forbes.File Size: 14944 KBPrint Length: 288 pagesPublisher: Virgin Digital (June 14, 2018)http://www.amazon.com/Creative-Curve-Develop-Right-Idea-eboo…