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How To Be Creative: Demystifying the creative process Paperback – 18 Feb 2014
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About the Author
Neil Pavitt has spent most of his career a writer in advertising working at some of the best agencies in London including Saatchi & Saatchi. But he's given it all up for his mission to spread the word that everyone can be creative. He now runs Lightbulb and works as a creative consultant running talks and workshops to help people become creative. To find out more, visit www.thelightbulbidea.com.
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The personalisation of the two brothers as left brained and right brained also goes against a lot of recent creativity research. However, as long as people reading it understand that it is predominantly a stylistic choice used to introduce people new to the subject, there is actually quite a lot of insights here.
People will get the most of this book if they look for the lessons behind what the two protagonists are talking about. This is where the nuggets of wisdom come through and the book actually provides a useful introduction to the creative process.
I immediately bought copies for my grown up children and they all raved about it as well, not a common result from books I recommend!
Neil Pavitt is keen to point out that everybody is creative, even if they don’t think they are. Like all good counsellors, however, he realizes that creativity cannot be forced. He does not seek to impose rigid principles upon his readers but rather to facilitate; to suggest ways in which, almost subliminally, a tiny seedling can be nurtured so that it develops into a fully grown idea.
The book is presented as a dialogue between two brothers, Hodge and Venn, who broadly represent the two halves of the brain - logical and creative – and the interaction between the two. The author’s Ideas are presented in short, bite-sized chunks, which makes them easy to digest and the whole is clearly summarized at the end.
As an occasional writer, mainly for my own pleasure, I found this book made me think about creativity in a completely new way. Highly recommended.
I was not disappointed!
The book is interesting and stimulating. Rather than read it in one go I read a chapter a day as this way I had time to reflect on the latest chapter and practice some of the learnings.
The freshness of Neil's style made it not only thought provoking but opened up many explanations of how the brain works and answered questions like "why does lots of my most effective creativity take place in the shower?"
As an executive coach and mentor I am a process person where I have to think on the spot and come up with creative responses for my clients. Despite having coached for over twenty years this book has made a real impact on how I will proceed from here.
Congratulations Neil and wishing your writing career every success!
Ian Munro - Writer and publisher of the 100 + Top Tips series