The Creativity Choice

“In this groundbreaking book, Zorana Ivcevic Pringle shatters the myth that creativity is an innate gift reserved for the fortunate few. Instead, she unveils a powerful framework that reframes creativity as a series of deliberate choices that anyone can make. Whether you’re tackling an ambitious project or seeking fresh inspiration in daily life, The Creativity Choice equips you with the tools to transform your ideas into impactful action and meaningful accomplishment.”
 —Marc Brackett, bestselling author of Permission to Feel

“Consider this book your creativity coach: it shows how anyone can embrace creativity in their everyday lives. A must-read for all who want to grow their own creativity, support the creativity of a team, and lead for creativity and innovation.”
 —Scott Barry Kaufman, coauthor of Wired to Create

“As a scientist-turned-biotech CEO, I never thought of myself as ‘creative’ until I read The Creativity Choice. This book challenged my views and beliefs, illustrating how small decisions and persistence can lead to transformative ideas and actions, much like scaling a startup. Pringle masterfully blends personal stories, cultural insights, and the role of emotions in daily life to illuminate the science behind turning ideas into action. She offers an inspiring and practical guide for anyone who seeks to harness creativity.”
 —Marina Udier, CEO, Nouscom

“A must-read for anyone who values creativity. A thought-provoking book that is rooted in science, storytelling, and daily realities. I enjoyed the insights that will allow you to find your own creative influences.”
 —Kim Schaefer, CEO, Museum of Illusions

“As someone who’s spent a career helping innovators and entrepreneurs bring their ideas to life and into the public domain, I’m grateful for Pringle’s work. I’ve never read a clearer, more thoroughly researched, or more thoughtful framework for why to be creative, and how we can all nurture creativity as a skillset. In the age of AI, when the last thing that will set humanity apart from machines is our creativity, I cannot think of a timelier moment for this book.”
 —Kate Goodall, cofounder, Halcyon, and managing partner of Halcyon Venture Partners

“I am always impressed by the creativity of Pringle’s research on creativity. In a scientifically based book that is very readable, Pringle marshals evidence from the psychology laboratory, interviews with especially creative people, and real-world settings to provide hope that we can all be more creative. You will enjoy reading this book and, more importantly, it will impact your life!”
 —Peter Salovey, Sterling Professor of Psychology and president emeritus, Yale University

“While the outcomes of creativity can be beautiful, enervating, inspiring, even life-changing, the process of creativity is often messy, frustrating, confusing, even painful. Pringle’s insightful approach takes away the mystery of creativity and offers pragmatic strategies for reclaiming it as a skill that can be cultivated and practiced. Creativity should bring joy to our lives, and this book helps readers reclaim it has their own.”
 —Anne Fullenkamp, senior director of creative experiences, Children’s Museum of Pittsburgh

“I’ve seen the impact of creativity in helping over one thousand ODF startups launch and raise over two billion dollars. The Creativity Choice will help those seeking to overcome rigid or stifling environments and turn ideas into action.”
 —Julian Weisser, CEO, ODF

“An intelligent and pragmatic guide to thinking outside the box.”
 —Publisher's Weekly