Creative Confidence: Unleashing the Creative Potential Within Us All

The Kelley brothers argue creativity isn't reserved for 'creative types,' drawing on IDEO and the Stanford d.school to show anyone can build the muscle. A confidence-first take on the SDF's Procedures component and the institutional culture that teaches design thinking. Written by IDEO co-founder David Kelley and his brother Tom Kelley, a partner at IDEO, the book challenges the idea that creativity belongs only to 'creative types,' arguing instead that everyone has creative potential. Drawing on stories from three decades of work at IDEO and the Stanford d.school with companies, governments and social organisations, the authors set out principles and strategies for building creative confidence in both work and personal life.