Creativity, Inc.: an inspiring look at how creativity can - and should - be harnessed for business success by the founder of Pixar

by Ed Catmull

This was my first encounter with a phenomenon I would notice again and again, throughout my career: For all the care you put into artistry, visual polish frequently doesn’t matter if you are getting the story right.

Because too many of us think of ideas as being singular, as if they float in the ether, fully formed and independent of the people who wrestle with them. Ideas, though, are not singular. They are forged through tens of thousands of decisions, often made by dozens of people. In any given Pixar film, every line of dialogue, every beam of light or patch of shade, every sound effect is there because it contributes to the greater whole. In the end, if you do it right, people come out of the theater and say, “A movie about talking toys—what a clever idea!” But a movie is not one idea, it’s a multitude of them. And behind these ideas are people. This is true of products in general; the iPhone, for example, is not a singular idea—there is a mindboggling depth to the hardware and software that supports it. Yet too often, we see a single object and think of it as an island that exists apart and unto itself.