Natalie Nixon's new book provides a fresh primer on how to cultivate creativity in the workplace. Nir Eyal, bestselling author of Hooked and Indistractable Too many people associate creativity solely with the arts, even though to be an incredible scientist, engineer, or entrepreneur requires immense creativity. And it's the key to developing breakthrough products and services. Natalie Nixon, a creativity strategist with a background in cultural anthropology, fashion, and service design, says that in the fourth industrial revolution a creativity leap is needed to bridge the gap that exists between the churn of work and the highly sought-after prize called innovation. Nixon says that since humans are hardwired to be creative, it is a competency anyone can develop. She shows that it balances wonder awe, audacity, and curiosity with rigor discipline, skill-building, and attention to detail, and that inquiry, improvisation, and intuition are the key practices that increase those capacities