I have rarely seen a text that focuses on creativity from a scientific perspective. Typically, I have heard of creativity as merely being a measure of how creative others within vicinity of your work think you are. While this may still seem true in the whole of society, rest assured that it is only seeming.



This book explores how the idea of creativity has evolved from the Individualist approach to the Contextualist approach with supporting research. In a society where Individualism is endemic, I feel it becomes even more important to understand how effective collaboration can bring about innovation as well as how our social environment in turn effects our generation of ideas.



I do not recommend this text for those with only a practitioners interest in the subject of bringing about innovation, however. (although there is a short section relevant to implementation)

This text focuses more on the theoretical aspects of creativity and innovation that have came about historically as well as recently.