I have a pet hate: fluff. For me, fluff incorporates the thousands of articles and books that put forward opinions, theories and models based on nothing more than one person’s opinion, which have never been tested. Fluff is rife in the self-help, business and motivational sections of bookstores, where almost every book is filled with one-off case studies, senior managers’ points of view on a topic or counsellors who got their degrees from cereal packets.

Where you find fluff, you often also find ‘creativity’. My personal mission with
this book was to de-fluff creativity, and bring to life how scientists have shown us
how any one of us can increase our own ability to think creatively and generate great ideas.

This book is written for both those who feel they are creative already but want to know how to maximise and build on what they already have. And it is also written for those who don’t feel like they are very creative, and want to know some easy ways that they can get better at it.

This book will provide you with 50 scientifically proven and highly practical ways that you can instantly start to increase your own ability to think creatively. If you would like to check out some examples, hop on to our Sample Techniques page.

Some specific types of people who would benefit from The Creativity Formula include:
- Those in ‘creative’ industries such as advertising, design, music, architecture, writing, and so on
- Those who work in roles where they are expected to solve problems creatively in order to come up with better solutions, such as marketing, sales, human resources, strategy and management
- Leaders and managers who are trying to ignite creativity in their teams and organisations
- And anyone else who feels that the need to be a creative problem solver is important to their success.

"My company has used Amantha to facilitate numerous creative sessions where I have seen a number of the ideas she has shared in her book in practice. Suffice to say we have generated 100's of creative ideas with people that wouldn't call themselves creative types. The ideas are easy to implement, don't cost a fortune and are lots of fun."  
– Brand and insights manager, BP

The Creativity Formula has been several years in the making. It was over three years ago that I started doing the research for the book where I literally searched all over the world for the latest cutting edge findings into what had been scientifically proven to increase creativity. This book is the culmination of thousands of hours of research into the topic.

I worked hard to take out all the scientific jargon so that the findings and techniques in the book are written in a language that an 8 year old could understand. As well as the book, I also keep people up to date with the latest findings in the field of creativity through a newsletter that I write every month as part of Inventium, an innovation company that I founded. You can sign up to the newsletter by entering your details into the fields at the very top of this page.

The book is structured in a very easy to read way. Each of the findings is independent from the others, so you can read a few at random whenever you feel like it, or you can read it from front to back too. And if you could like to read some examples of methods contained in the book, you can go to our Sample Techniques page.