Experts, journalists, managers, educators, and scientists are all loudly calling for more creativity and innovation. However, most people are talking about something completely different, and no one is addressing what truly matters in creative thinking. In this book, the author provides a critical and practical counterpoint to the many prevailing approaches to creativity. As a management consultant, musician, and entrepreneur, he clarifies how creative productivity really comes about, both personally and within a company. He demonstrates that even unpopular aspects are essential: discipline, systematic thinking, and concentration—essentially, hard work. The good news is that anyone can engage in creative work with a bit of effort!.