The Creativity Choice - by Zorana Ivcevic Pringle (Hardcover)

About the Book

"The genius myth, the myth of the self-made man, and our idolization of uber-successful individuals have led us to believe that creativity is a trait that you're either born with or without. But according to creativity expert Dr. Zorana Pringle, these messages are nonstarters, and mainstream advice around creativity actually sets us up for failure. Creativity is a decision--not just a trait--that can be developed and practiced at all levels of an organization"--

Book Synopsis

A "groundbreaking" (Marc Brackett) correction to the myth that creativity is a trait that you're born with--instead, a Yale scientist proves, creativity is a decision that you make again and again

Anyone who has ever participated in a brainstorming session will know that most of us do not lack ideas. Yet, many people never breathe life into these ideas. To turn inspiration into real achievement, you must decide to act--and then decide to act again and again, despite obstacles, until your thoughts take shape and come to life. This is what psychologist Zorana Ivcevic Pringle calls the creativity choice.

Drawing on decades of research into the science of creativity, The Creativity Choice teaches readers how to bring ideas out of your mind and into the world. With stories ranging from an entrepreneur who built a national nonprofit, to a YouTuber who turned a hobby into a professional career, to a business leader who established a company culture of innovation, Pringle illuminates how people make creative ideas happen. She shows what it takes to get started, the psychological and emotional tools needed to navigate the creative process, and the social conditions that allow creativity to succeed. Through this book, you'll learn how to bridge the gap between having the first spark of an idea and actually doing something with it.

From the Back Cover

"Whether you're tackling an ambitious project or seeking fresh inspiration in daily life, The Creativity Choice equips you with the tools to transform your ideas into impactful action and meaningful accomplishment."
--Marc Brackett, bestselling author of Permission to Feel

"Consider this book your creativity coach: it shows how anyone can embrace creativity in their everyday lives. A must-read for all who want to grow their own creativity, support the creativity of a team, and lead for creativity and innovation."
--Scott Barry Kaufman, coauthor of Wired to Create

"As a scientist-turned-biotech CEO, I never thought of myself as 'creative' until I read The Creativity Choice. This book challenged my views and beliefs, illustrating how small decisions and persistence can lead to transformative ideas and actions, much like scaling a startup. . . . An inspiring and practical guide for anyone who seeks to harness creativity."
--Marina Udier, CEO, Nouscom

"Zorana Pringle's insightful approach takes away the mystery of creativity and offers pragmatic strategies for reclaiming it as a skill that can be cultivated and practiced."
--Anne Fullenkamp, senior director of creative experiences, Children's Museum of Pittsburgh

"I've never read a clearer, more thoroughly researched, or more thoughtful framework for why to be creative, and how we can all nurture creativity as a skillset. In the age of AI, when the last thing that will set humanity apart from machines is our creativity, I cannot think of a timelier moment for this book."
--Kate Goodall, cofounder, Halcyon, and managing partner of Halcyon Venture Partners

Review Quotes

"An intelligent and pragmatic guide to thinking outside the box."
--Publisher's Weekly

"A must-read for anyone who values creativity. A thought-provoking book that is rooted in science, storytelling, and daily realities. I enjoyed the insights that will allow you to find your own creative influences."
--Kim Schaefer, CEO, Museum of Illusions

"As a scientist-turned-biotech CEO, I never thought of myself as 'creative' until I read The Creativity Choice. This book challenged my views and beliefs, illustrating how small decisions and persistence can lead to transformative ideas and actions, much like scaling a startup. Pringle masterfully blends personal stories, cultural insights, and the role of emotions in daily life to illuminate the science behind turning ideas into action. She offers an inspiring and practical guide for anyone who seeks to harness creativity."
--Marina Udier, CEO, Nouscom

"As someone who's spent a career helping innovators and entrepreneurs bring their ideas to life and into the public domain, I'm grateful for Pringle's work. I've never read a clearer, more thoroughly researched, or more thoughtful framework for why to be creative, and how we can all nurture creativity as a skillset. In the age of AI, when the last thing that will set humanity apart from machines is our creativity, I cannot think of a timelier moment for this book."
--Kate Goodall, cofounder, Halcyon, and managing partner of Halcyon Venture Partners

"Consider this book your creativity coach: it shows how anyone can embrace creativity in their everyday lives. A must-read for all who want to grow their own creativity, support the creativity of a team, and lead for creativity and innovation."
--Scott Barry Kaufman, coauthor of Wired to Create

"I am always impressed by the creativity of Pringle's research on creativity. In a scientifically based book that is very readable, Pringle marshals evidence from the psychology laboratory, interviews with especially creative people, and real-world settings to provide hope that we can all be more creative. You will enjoy reading this book and, more importantly, it will impact your life!"
--Peter Salovey, Sterling Professor of Psychology and president emeritus, Yale University

"I've seen the impact of creativity in helping over one thousand ODF startups launch and raise over two billion dollars. The Creativity Choice will help those seeking to overcome rigid or stifling environments and turn ideas into action."
--Julian Weisser, CEO, ODF

"In this groundbreaking book, Zorana Ivcevic Pringle shatters the myth that creativity is an innate gift reserved for the fortunate few. Instead, she unveils a powerful framework that reframes creativity as a series of deliberate choices that anyone can make. Whether you're tackling an ambitious project or seeking fresh inspiration in daily life, The Creativity Choice equips you with the tools to transform your ideas into impactful action and meaningful accomplishment."
--Marc Brackett, bestselling author of Permission to Feel

"While the outcomes of creativity can be beautiful, enervating, inspiring, even life-changing, the process of creativity is often messy, frustrating, confusing, even painful. Pringle's insightful approach takes away the mystery of creativity and offers pragmatic strategies for reclaiming it as a skill that can be cultivated and practiced. Creativity should bring joy to our lives, and this book helps readers reclaim it has their own."
--Anne Fullenkamp, senior director of creative experiences, Children's Museum of Pittsburgh

About the Author

Zorana Ivcevic Pringle, PhD is a senior research scientist at Yale University's Center for Emotional Intelligence. She is a regular contributor to Psychology Today and Creativity Post, and coeditor of The Cambridge Handbook of Creativity and Emotions and Crises, Creativity, and Innovation. She lives in Portsmouth, New Hampshire.