Creativity has long been thought of as a personal trait, a gift bestowed
on some and unachievable by others. While we laud the products of
creativity, the stories behind them are often abridged to the elusive
"aha!" moment, the result of a momentary stroke of genius.
In The Craft of Creativity Matthew A. Cronin and Jeffrey Loewenstein
present a new way to understand how we innovate. They emphasize the
importance of the journey and reveal the limitations of focusing on
outcomes. Drawing on a wide range of scholarship, their own research,
and interviews with professionals and learners who employ creativity in
the arts, engineering, business, and more, Cronin and Loewenstein argue
that creativity is a cognitive process that hinges on changing one's
perspective. It's a skill that anyone can hone, and one that benefits
from thinking with others and over time. Breaking new ground in the
discussion about how we innovate, this book provides strategies that
everyone can use to be more creative.