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The Creativity Choice: The Science of Making Decisions to Turn Ideas into Action
A “groundbreaking” (Marc Brackett) correction to the myth that creativity is a trait that you’re born with—instead, a Yale scientist proves, creativity is a decision that you make again and again
Anyone who has ever participated in a brainstorming session will know that most of us do not lack ideas. Yet, many people never breathe life into these ideas. To turn inspiration into real achievement, you must decide to act—and then decide to act again and again, despite obstacles, until your thoughts take shape and come to life. This is what psychologist Zorana Ivcevic Pringle calls the creativity choice.
Drawing on decades of research into the science of creativity, The Creativity Choice teaches readers how to bring ideas out of your mind and into the world. With stories ranging from an entrepreneur who built a national nonprofit, to a YouTuber who turned a hobby into a professional career, to a business leader who established a company culture of innovation, Pringle illuminates how people make creative ideas happen. She shows what it takes to get started, the psychological and emotional tools needed to navigate the creative process, and the social conditions that allow creativity to succeed. Through this book, you’ll learn how to bridge the gap between having the first spark of an idea and actually doing something with it.
Anyone who has ever participated in a brainstorming session will know that most of us do not lack ideas. Yet, many people never breathe life into these ideas. To turn inspiration into real achievement, you must decide to act—and then decide to act again and again, despite obstacles, until your thoughts take shape and come to life. This is what psychologist Zorana Ivcevic Pringle calls the creativity choice.
Drawing on decades of research into the science of creativity, The Creativity Choice teaches readers how to bring ideas out of your mind and into the world. With stories ranging from an entrepreneur who built a national nonprofit, to a YouTuber who turned a hobby into a professional career, to a business leader who established a company culture of innovation, Pringle illuminates how people make creative ideas happen. She shows what it takes to get started, the psychological and emotional tools needed to navigate the creative process, and the social conditions that allow creativity to succeed. Through this book, you’ll learn how to bridge the gap between having the first spark of an idea and actually doing something with it.
288 pages, Hardcover
Published May 6, 2025
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Displaying 1 - 9 of 9 reviews
January 8, 2026
Creativity isn’t a destination, it’s a journey; it begins with action and grows through deliberate choices.
Success in creative work depends on the following levers:
• Sustain your commitment to the process and making continual, often implicit decisions about focus, direction, and adaptation along the way.
• Broaden your inputs by reading widely, gathering examples, and engaging diverse thinkers, because originality depends on varied sources and is foundational to strong creative work.
• Manage the emotional challenges of creativity by accepting doubt and failure, tolerating ambiguity, and acting despite uncertainty, since confidence emerges through action.
• Treat editing as a core creative skill by critically deciding what to remove and whether ideas are solving the right problem with sufficient originality.
• Actively manage external pressures like deadlines and norms by recognizing when they constrain thinking and deliberately adjusting your environment or collaborators.
• Understand creativity as a practical, deliberate practice focused on solving meaningful problems, renewed daily by the choice to engage.
• Creative progress requires accepting discomfort as a sign of growth and opportunity, not a stop sign.
• Reduce fear by integrating early, frequent feedback.
• Remember: creativity is a skill, not a fixed trait.
• Let curiosity and playfulness drive the process—not some external factor (pressure or promise of reward).
• When “stuck” 1) broaden your perspective by seeking input outside the problem, 2) change the playing field by adding constraints, 3) engage with tactile materials, 4) redefine the problem. Ask, “what am I really trying to solve?”
Success in creative work depends on the following levers:
• Sustain your commitment to the process and making continual, often implicit decisions about focus, direction, and adaptation along the way.
• Broaden your inputs by reading widely, gathering examples, and engaging diverse thinkers, because originality depends on varied sources and is foundational to strong creative work.
• Manage the emotional challenges of creativity by accepting doubt and failure, tolerating ambiguity, and acting despite uncertainty, since confidence emerges through action.
• Treat editing as a core creative skill by critically deciding what to remove and whether ideas are solving the right problem with sufficient originality.
• Actively manage external pressures like deadlines and norms by recognizing when they constrain thinking and deliberately adjusting your environment or collaborators.
• Understand creativity as a practical, deliberate practice focused on solving meaningful problems, renewed daily by the choice to engage.
• Creative progress requires accepting discomfort as a sign of growth and opportunity, not a stop sign.
• Reduce fear by integrating early, frequent feedback.
• Remember: creativity is a skill, not a fixed trait.
• Let curiosity and playfulness drive the process—not some external factor (pressure or promise of reward).
• When “stuck” 1) broaden your perspective by seeking input outside the problem, 2) change the playing field by adding constraints, 3) engage with tactile materials, 4) redefine the problem. Ask, “what am I really trying to solve?”
September 10, 2025
I really liked this, especially for anyone who leads teams of people who are charged with creative problem solving. While it might rehash similar principles you can find elsewhere, I think what this book does well is collating a lot of different principles (putting words to processes that people often struggle to describe), distilling them to the few that are important, and then tying them to psychology research. And it complements something like Mihaly Csikszentmihalyi's Creativity, which I find a little more ephemeral, and turns it more actionable to the business & management world.
And, as others mentioned, I love the fundamental framing that anyone can be creative and engage in creative problem solving. It's an approach and a practice, not an innate trait.
Caveat: it doesn't deal with some of the complexities of management and performance, but I don't mind--it's beyond the scope of this book. But that might be an area that stumps people when trying to follow some of the guidances.
And, as others mentioned, I love the fundamental framing that anyone can be creative and engage in creative problem solving. It's an approach and a practice, not an innate trait.
Caveat: it doesn't deal with some of the complexities of management and performance, but I don't mind--it's beyond the scope of this book. But that might be an area that stumps people when trying to follow some of the guidances.
May 30, 2025
This was a great, accessible read from a Yale University researcher. Dr. Zorana Ivcevic Pringle’s book helped me realize why I struggle with “creative” projects. I write non-fiction so I don’t think of myself as “a creative.” But as Dr. Z reveals over and over and over throughout this book, there are a great many places between idea and final product that require the decision to continue moving forward, solving problems, and being creative. This book has helped my process immensely.
June 23, 2025
This is a groundbreaking correction to the myth that creativity is an innate trait. Drawing on decades of research, she proves that creativity is a decision—one you must make repeatedly to turn ideas into reality. Most people do not lack ideas; they struggle to bring them to life. Through stories of entrepreneurs, YouTubers, and business leaders, Pringle illuminates what it takes to bridge the gap between inspiration and achievement. She explores the psychological tools necessary to navigate the creative process and why turning thoughts into action requires making the creative choice repeatedly.
The insight that transformed my thinking was how Pringle reframes creativity as continuous action, rather than an artistic talent—it's about creating anything that brings value to the world. I loved her honest acknowledgment that the process is supposed to be hard and that doubt is normal, even for accomplished creators. Her research on the emotional barriers that stop us from acting on ideas felt so validating. The book does not offer step-by-step instructions, but it gives you the framework to understand what you are up against and why starting small is exactly how great things begin. This book may completely change how you think about your creative potential; it certainly did for me.
To listen to my interview with the author, go to my podcast at: https://zibbymedia.com/blogs/transcri...
The insight that transformed my thinking was how Pringle reframes creativity as continuous action, rather than an artistic talent—it's about creating anything that brings value to the world. I loved her honest acknowledgment that the process is supposed to be hard and that doubt is normal, even for accomplished creators. Her research on the emotional barriers that stop us from acting on ideas felt so validating. The book does not offer step-by-step instructions, but it gives you the framework to understand what you are up against and why starting small is exactly how great things begin. This book may completely change how you think about your creative potential; it certainly did for me.
To listen to my interview with the author, go to my podcast at: https://zibbymedia.com/blogs/transcri...
September 15, 2025
In this moment, among so many moments this year, I'm inspired by Dr. Zorana Ivcevic Pringle's call to "make a creativity choice." A creativity choice is one that acknowledges a challenge, the need for openness and perseverance, and the importance of our relationships (with and among leaders, colleagues, community members, and friends) in our everyday, social-emotional lives. Creating can feel daunting or be perceived as something someone else with other (more) resources, talents, or time does, but Dr. Pringle's work makes clear that creativity, and the supportive spaces that make creativity possible, is for and needed by everyone. It's fundamental to living a full, intentional life aligned with one's values. It also requires both intentional choices and structural change. Centering spaces of and for creativity is how we can each in our every practice help to create a better, most just, more accepting, and a more open and peaceful world in which all individuals, families, organizations, and communities thrive. I loved reading this book.
July 4, 2026
I truly enjoyed The Creativity Choice by Dr. Zorana Ivcevic; it was an insightful read that arrived at the perfect juncture in my life.
Reading it allowed me to confront and correct several misconceptions I held about creativity. I was delighted to find that as I progressed through the chapters, fresh ideas kept flooding in, offering novel solutions to long-standing challenges in both my professional and personal life.
Interestingly, the book inspired me to test out a "little-c" creative concept, which has since evolved into a personalized two-paper-clip and note-taking system. The experiment was incredibly rewarding.
By learning that the creative process is inherently messy and frustrating—and that this is entirely normal—I’ve built a renewed sense of self-confidence.
Ultimately, it has caused me to deeply reflect on the kind of leader I want to be within my own organization. A highly recommended read.
Reading it allowed me to confront and correct several misconceptions I held about creativity. I was delighted to find that as I progressed through the chapters, fresh ideas kept flooding in, offering novel solutions to long-standing challenges in both my professional and personal life.
Interestingly, the book inspired me to test out a "little-c" creative concept, which has since evolved into a personalized two-paper-clip and note-taking system. The experiment was incredibly rewarding.
By learning that the creative process is inherently messy and frustrating—and that this is entirely normal—I’ve built a renewed sense of self-confidence.
Ultimately, it has caused me to deeply reflect on the kind of leader I want to be within my own organization. A highly recommended read.
August 4, 2026
Many individuals think creativity belongs to other people: the innovators and real artists, or the ones who make it look effortless. In The Creativity Choice, Dr. Zorana Ivcevic Pringle shows why that belief is wrong. Creativity is a practice available to all of us.
Her central argument has shaped my own work: the uncomfortable emotions that surface during creative work are part of the process. The uncertainty, frustration, and self-doubt that show up are essential to making anything original. I particularly appreciated Pringle’s encouragement to create anyway, even when you don’t feel confident or ready.
If you have ever watched a good idea die under the weight of your own inner critic, read this book. Then go make the thing.
Her central argument has shaped my own work: the uncomfortable emotions that surface during creative work are part of the process. The uncertainty, frustration, and self-doubt that show up are essential to making anything original. I particularly appreciated Pringle’s encouragement to create anyway, even when you don’t feel confident or ready.
If you have ever watched a good idea die under the weight of your own inner critic, read this book. Then go make the thing.
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July 22, 2026I had to read this for work. I would not have picked this up on purpose. I fell asleep every time I tried to read it so it took forever. The last chapter summarized the entire book so you can just read it and get the gist without having to be bored to tears. Another self help book that could have been a pamphlet.
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July 27, 2026
My best friend, who’s also my main creative reference, gave me this book, and despite its great insights, what really made my journey through it delightful was the feeling that she was there in the pages, giving me advice and guidance
Displaying 1 - 9 of 9 reviews