"Clear, digestible writing paired with the most up-to-date scholarship and illustrative examples invite even those with no prior knowledge of creativity or the science behind it into this outstanding book."-Roni Reiter-Palmon, University of Nebraska at Omaha "I have not seen another book that skillfully disseminates this knowledge to readers who are not pure researchers. Based on some of the most cutting-edge work in business and management, Cronin and Loewenstein provide actionable practices for the entire creative process."-Jing Zhou, Rice University "This book won't just convince you that everyone has the potential to be creative. It will show you how. It's a rare read on creativity that's engaging, evidence-based, and entirely useful."-Adam Grant, New York Times bestselling author of Originals, Give And Take, and Option B with Sheryl Sandberg "The Craft of Creativity completely changed my thinking about creativity. It not only provides deep insights, but useful skill-building exercises, examples, and tools you can use on the job. A must-read for those eager for a new perspective on creativity and innovation."-Jennifer Mueller, author of Creative Change: Why We Resist ItHow We Can Embrace It "Matthew Cronin and Jeffrey Loewenstein show that creativity is more than you think: more practical, more transformational, and more learnable. Today's fast-paced, unpredictable world simply demands that you develop and use creativity-and this book helps you do it."-Heidi K. Gardner, Harvard Law School