Weekend Reading: “The Creative Curve” by Allen Gannett

Douglas Burdett on Jun 8, 2018 in Marketing Strategy

For the 178th episode of The Marketing Book Podcast, I interviewed Allen Gannett, author of The Creative Curve: How to Develop the Right Idea, at the Right Time.

In this book, Allen Gannett heroically punctures the myth of creativity.

The myth is that creativity is the province of genius — of those favored, brilliant individuals whose moments of insight arrive in unpredictable flashes of divine inspiration. And if we are not a genius, we might as well pack it in and give up. Either we have that gift, or we don’t.

Gannett shows that simply isn’t true. Recent research has shown that there is a predictable science behind achieving commercial success in any creative endeavor, from writing a popular novel to starting up a successful company to creating an effective marketing campaign.

From the book:

Creative success, in fact, is learnable, whether you’re a starving artist or the head of an advertising firm.

And this is where I worry.

The fact that there’s a pattern out there does not mean it’s easy.

In fact, mastering the creative curve can take years.

In your hands is not a book telling you that with minimal effort you can be the next Mozart of Picasso, Elon Musk or J.K. Rowling.

No, this is a book that tells you that if you choose to dedicate your life to creativity, there is a path, and a set of key considerations you need to bear in mind, and need to do, to make success happen.

A bit more about the book…

Douglas Burdett
Douglas Burdett
Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.