Jonah Lehrer intends to demonstrate that creativity is not a single gift possessed by the lucky few. It's a variety of distinct thought processes that everyone can learn to use more effectively. Lehrer reveals the importance of embracing the rut, thinking like a child, daydreaming productively, and adopting an outsider's perspective (travel helps). He unveils the optimal mix of old and new partners in any creative collaboration, and explains why criticism is essential to the process. Then he zooms out to show how readers can make their neighborhoods more vibrant, their companies more productive, and their schools more effective.