From some of the greatest minds in the consulting, call it creative consulting, industry comes a collaborative effort, "Creative Confidence." Two brothers, alike and dissimilar in as many ways as the other, come together to discuss at length the creative potential that’s within every single person on the planet - whether they admit to it or not.
The book talks avidly about how creativity is very often misidentified and labeled as ’artistic’ and swoons about how broad creativity actually is - "You may believe that architects and designers are paid to be creative thinkers, but CEOs, lawyers and doctors are not." This is where the book starts, and eventually ends.
But the message is simple and very clear, even if they have to drill it into your mind a few hundred times. Both brothers talk about how in their experience creativity lives with everyone and that eventually everyone is able to come up with a great idea or work creatively with a team to develop something really innovative.
The company that the two brothers spearhead, IDEO, has saved lives, showed people new ways of saving, biking, thinking, driving, designing and even jumping. They’ve tackled every industry with the same vigor - to change lives not just mind the horrid bottom line. They talk about their first hand experience as a form of personal connection, and it comes through as lively and sincere as intended. From washing people’s clothes by hand, to staying as guests in housing projects, to standing besides surgeons in operating rooms, to calming agitated passengers in airport security lines, the boys have done it all.
The approach IDEO has to innovation is rather simple: Inspiration, Synthesis, Ideation and Experimentation and Implementation. Simple for the individual, and simple to implement into your own business or the business you’re working at right now. Google, Facebook and the other yummy companies across the world are doing it so why can’t you. This book is that self-help book that you’ve been waiting for. A little guidebook to help you along and show off to the rest of the people you work for or with.
At the back of the book there are even creative challenges to explore, perfect for the innovator in you. And if these guys are right, we all have an innovator inside us even if it’s not that apparent.
Tom Kelley and David Kelley