The Creative Curve

March 26, 2018
In this stimulating business manual, Gannett, founder and CEO of the marketing analytics firm TrackMaven, asserts, “There is in fact a science behind what becomes a hit,” namely, neuroscience. He discusses recent psychological research into the appeal that both the novel and the familiar hold for people, writing that successful innovators “find the sweet spot” between “safety and surprise, similarity and difference.” Gannett debunks the myth that creativity is imparted to select individuals by sharing the little-known but entertaining backstories to enduring creative breakthroughs by the Beatles, J.K. Rowling, and others. He also examines whether hard work and practice can compensate for a lack of innate talent. The central focus of Gannett’s treatise for entrepreneurs with an idea centers on his “four laws of the creative curve,” which include consumption (familiarizing oneself with a chosen field), imitation (learning from successful predecessors), creative communities (finding collaborators and/or a support group), and iterations (“the use of data-driven processes to refine ideas”). Gannett offers the ideal balance of valuable instruction, accessible writing, and refreshing stories, providing tangible evidence that the creative process he advocates actually works for businesspeople. Agent: Jim Levine, Levine Greenberg Rostan Literary Agency.