The creative curve : how to develop the right idea, at the right time / Allen Gannett.

Includes bibliographical references and index.

Great ideas take something familiar and make it feel new. In this book, successful young entrepreneur Allen Gannett aims to prove that popular ideas are not born of mysterious origins; we can cultivate the sudden flashes of genius that hand us successful new ideas. There is a science and method for mainstream success that anyone can master, and Allen has identified four laws of creativity that are proven to work. There is a sweet spot on the Creative Curve that produces Mainstream Hits: the point of optimal tension between preference and familiarity, safety and surprise, similar and different. It's proven that creative geniuses all developed shockingly similar methods that were not only correlated with creative achievement, but rooted in science as well. They intimately understand what is familiar and then use novelty in ways they know their audience will respond to. They slowly change their styles to drive continued interest in their work. Harnessing this pattern can unlock extraordinary human potential. 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 for the trash, and more time on ideas that achieve what we all want: commercial success. It's for business leaders, entrepreneurs, and marketers who want to know how to conceive great ideas. Ideal for our cultural moment when everyone seems focused on innovation, this book breaks down the processes used by the world's best creatives to come up with great ideas.

Also published electronically.