Creativity is the source of all innovation, but how can we cultivate it? Natalie Nixon defines creativity as our ability to toggle between wonder & rigor to solve problems and produce novel value. She draws on her background in business and the arts to show how we can unlock our innate creativity to produce breakthrough products and services.

Too many people associate creativity solely with the arts, even though to be an incredible scientist, engineer, or entrepreneur requires immense creativity. And it's the key to developing breakthrough products and services. Natalie Nixon, a creativity strategist with a background in cultural anthropology, fashion, and service design, says that in the fourth industrial revolution a creativity leap is needed to bridge the gap that exists between the churn of work and the highly sought-after prize called innovation.

Nixon says that since humans are hardwired to be creative, it is a competency anyone can develop. She shows that it balances wonder (awe, audacity, and curiosity) with rigor (discipline, skill-building, and attention to detail), and that inquiry, improvisation, and intuition are the key practices that increase those capacities. Drawing on interviews with fifty-six people from diverse backgrounds--farming, law, plumbing, architecture, perfumery, medicine, education, technology, and more--she offers illuminating examples of how creativity manifests in every kind of work.

Combining creativity tools and techniques with real-world stories of innovative people and businesses, this book is a provocation, an inspiration, and an invitation to unleash the innate creativity that lies within each of us. It offers a more dynamic and integrative way to adapt and innovate, one that allows us the freedom to access our full human selves.