Not expecting this angle, I nonetheless stuck with the book as I was curious to see which direction it took. Rather, Catmull wants to help large business managers better foster creativity within the workplace. Much of Catmull's advice about creativity is not so much intended for the would-be artist, up-and-coming-dreamer, or creative person at large. Part nonfiction account of the history of Pixar animation and part memoir, Catmull's musing on creativity turns into a bit of a business how-to book. In Creativity, Inc., Ed Catmull, President of Pixar Animation and Disney Animation, recounts the founding and development of the animation studio that changed the film industry. It is a necessary consequence of doing something new." Creativity, Inc.: Overcoming the Unseen Forces that Stand in the Way of True Inspiration
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