Bruce Nussbaum, professor of innovation and design at Parsons The New School for Design, thinks we’ve overlooked the most important human trait that can lead to revolutionary business success and societal change: creativity.
In his new book, Creative Intelligence; Harnessing the Power to Create, Connect and Inspire, Nussbaum explores how creativity fuels breakthroughs we’d never imagine (like the murky world of spycraft) and how those who stumble creatively can encounter important problems (like Apple, who are rapidly losing their user dedication). The work grew out of work he began at Parsons.
“The need to reconnect creativity to capitalism has never been greater,” Nussbaum writes in the book. His vision of a new world of creative companies – which he calls “indie capitalism” – holds the key to the future of the world’s economic growth.
“If Indie Capitalism were to have a single foundational principle,” he wrote recently for Wired’s website, “it would be this: Creativity drives capitalism. Creativity is the source of economic value. Creativity transforms what money can’t buy into what money can buy.