By Anvar Alikhan, Senior Vice President and Executive Creative Director, JWT Mindset
REVIEW OF 'IMAGINE' - HOW CREATIVITY WORKS, BY JONAH LEHRER. PHILOSOPHER AND NEUROSCIENTIST JONAH LEHRER MAKES A COMPELLING CASE TO EXPLAIN WHY CREATIVITY IS NOT A SPECIAL GIFT, AND HOW
IT CAN BE CULTIVATED
David Ogilvy hated the word “creativity”, which, he pointed out, wasn’t even there in the dictionary until a few years ago. The earliest work on how to be more creative was done in the 1930s and 1940s by advertising men James Webb Young and Alex Osborne, but interest in the subject really started in the late 1950s when the Americans suddenly realised that they had fallen behind the Russians in the space race. In today’s pressure-cooker world of business, creativity is a subject of great interest for everyone from entrepreneurs to bankers: suddenly everybody realises they need to be more creative. Which is what makes Imagine the right book at the right time.