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| Praise for The Creativity Formula |
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| “From Arizona to Newcastle, this book does what few do: it integrates cutting edge science with the soft side of creativity. Best of all, it will call your bluff and help you realise that anyone (even you) can be creative.” |
| – Seth Godin, author, Tribes |
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| "In plain English, with great verve, Amantha Imber translates hundreds of psychological studies into workable tactics for awakening creativity. If you catch some of your friends squeezing an object with their hand (won't tell you which one!) before an important meeting, you know they've read Amantha Imber's marvellous book. It has 49 further practical, scientifically established strategies for making all of us as creative as we dream of being, all imparted in a real fun way, and easy to apply". |
– Professor Roald Hoffmann, Nobel-Prize winning chemist and writer |
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| “This book combines Amantha’s knowledge of science, psychology & creativity in a fun, useful and practical way. If you want to get your creative juices flowing or that of your team then I couldn’t recommend it more highly.” |
| – Peter Williams, CEO Deloitte Digital |
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| "Amantha's book makes the sometimes-esoteric nature of creativity tangible for anyone. Supported by scientific study and easy-to-follow examples, this book can help both individuals and organisations inject the spark of creativity into their world and unearth great ideas." |
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| – Lee Hunter, product marketing manager, Google |
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| “As a person on a journey to greater creativity, and also as part of a company on a similar journey, I loved this book. It offers easy to read, easy to understand and easy to implement tips and ideas to make life more creative and much more fun. Unlike many other books on this subject it is presented in bite-sized chunks to make it more practical, and is based on interesting scientific studies, which can be used to combat the cynicism of the less creative thinkers in our lives.” |
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| – Linda Watts, general manager-strategic innovation, Kimberly Clark South Asia |
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| “This book is a very refreshing blend of the scientific, the practical and the creative. Any book about creativity that encourages me to sit in a messy, yellow office, play video games, and imagine having dinner with Angelina Jolie, gets my vote.” |
| – Guy Murphy, worldwide planning director, JWT |
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| "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. I am looking forward to working my way through the 50 ideas she shares in her book to foster further creative thought within the business." |
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| – Amanda Woollard, brand and insights manager, BP |
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| “Amantha is the master of making creativity genuinely democratic and highly contagious. In the same way that these creativity techniques and exercises are written for anyone to get their heads around and run with, they simply work bloody well, and have brought buckets of creative momentum and energy to OMD!” |
| – Trudi Sampola, strategy director, OMD |
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| “Dr Imber's advice on encouraging creativity is more than a bright and breezy discourse (which it certainly is). It is also readable, deceptively simple and highly practical. Drawing on tried and tested formulas, she covers 50 ways to push your creativity buttons, from getting intimate with strangers to the benefits of interruptions. I was particularly impressed with her chapter "Brainstorming is bollocks" which deals with – among other things – the fatuous concept that all ideas are good ideas. Imber is not a fan of feel good, consultant-style "fluffery". She wants the real thing – understandable, experience-based and do-able. These 50 exercises aimed at both individual and organisational level, are exactly that – fun, feasible and, if practised diligently, beneficial.” |
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| – Tim Mendham, editor, Fast Thinking |
