Estimated reading time: 2 minutes

Dan’s Biz Bookshelf: ‘Born to Create’

If you’re looking for a spark of creativity to reignite your professional life, Anne Jacoby’s Born to Create: How Creativity Sparks Connection, Innovation, and Belonging in Our New World of Work is a must-read. Jacoby’s background as a creative consultant comes through in her inspiring yet practical guide to uncovering and harnessing our innate creative potential. She reminds us that creativity is not a talent reserved for artists or inventors; it’s in us all and is essential for thriving in today’s fast-paced business world. She outlines how anyone can access and benefit from their creative core. Here are three standout examples:

The Power of Play and Curiosity
The power of play and curiosity are key drivers of creativity. Jacoby discusses the value of unstructured time—something we often overlook in our task-oriented culture. One example involves a CEO who scheduled regular “play time” into his week, like visiting art galleries or playing music. Surprisingly, these led to some of his most innovative ideas. Jacoby challenges us to embrace this childlike curiosity, giving ourselves space to explore without any specific outcome in mind.

Having a Creative Process
Jacoby breaks down her “5 Stages of Creativity”: preparation, incubation, illumination, evaluation, and implementation. Her practical approach demystifies creativity, helping us see it as a manageable and repeatable process rather than a random act of genius. One business leader who used this process to develop a new product line found that making creativity a part of the everyday workflow not only boosted innovation, it energized his team.

Community and Connection
Jacoby emphasizes the value of community and connection in fostering creativity. She illustrates this through the story of a marketing executive who built a “creative council” within her company—colleagues from different departments who met regularly to brainstorm ideas and exchange feedback. This collaborative approach, Jacoby explains, opens new perspectives and encourages out-of-the-box thinking. For those in more traditional business settings, Jacoby’s insights are a refreshing reminder that creativity flourishes when shared.

Born to Create is a handbook for life. Jacoby’s stories and actionable advice inspire us to reframe creativity as an essential part of who we are. This book deserves a permanent spot on your shelf.

Dan Beaulieu is president of D.B. Management Group.

Born to Create: How Creativity Sparks Connection, Innovation, and Belonging in Our New World of Work
Author: Anne Jacoby
Copyright: 2024 Fast Company Press
Pages: 272
Price: $22.99