A tough but fair review of Imagine: How Creativity Works by Jonah Lehrer, that is so much more than that: Isaac Chotiner, its author, manages to pin down some worrying present fads, from a certain fetishism with brain-science, to a cult of success at all cost that truly devalues artistic and scientific creativity.  

This superficiality is a tip-off about the book’s intended audience. Imagine is another manual for self-styled entrepreneurs. Lehrer’s definition of creativity is essentially an entrepreneurial one: for him, anything that succeeds is creative. I mean this in two ways. First, any product that sells, from a mop to a drink, is a sign of creativity. It would follow from Lehrer’s approach that a study of movie box office numbers would prove that there must be something remarkably creative about Transformers.

Lehrer does not see creativity or imagination as being intricately connected to art, or to science, or to anything that we would generally term “imaginative.” It is all about success.

via +Justin Kiggins.
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