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Not since Strunk and White’s ELEMENTS OF STYLE has a book compressed so many insights into so few pages. With his trademark simplicity and wit, Marty Neumeier has written and illustrated a concise guide that can be read quickly over a lunch break or savored slowly over a lifetime.
Part 1, “How can I innovate?” offers insightful guidance such as “Feel before you think,” “See what’s not there,” and “Ask a bigger question.” Rule #1 gives the paradoxical advice: “Break the rules.”
Part 2, “How should I work?” offers down-to-earth tips on craft: “Use a linear process for static elements,” and “Express related elements in a similar manner.” The reader is also reminded: “Don’t be boring!”
In Part 3, “How can I learn?” contains practical advice including “Do your own projects,” “Invest in your originality,” and “Develop an authentic style.”
Finally, Part 4, “How can I matter?” deals with the deeper questions of a career in creativity, such as “Overcommit to a mission,” “Build support methodically,” and “Become who you are.”
THE 46 RULES OF GENIUS is a reassuring lighthouse against the swirling tides of innovation. Geniuses from every discipline will want to keep it in sight.
(Educators: Those who recommend this book to students may also be interested its deeply researched precursor, METASKILLS, from which the rules were drawn.)
From the back cover:
There’s no such thing as an accidental genius. Anyone who’s reached that exalted state has arrived there by design. But simply wanting to get there is not enough. A would-be genius also needs a theoretical framework, a basic compass, a set of principles to guide the way forward.
Marty Neumeier, acclaimed author of The Brand Gap and Metaskills, has compressed the wisdom of the ages into the first “quick start guide” for genius—46 glittering gems that will light your path to creative brilliance. This is THE essential handbook for designers, entrepreneurs, marketers, educators, artists, scientists, innovators, and future leaders in every field.
- Sales Rank: #108611 in Books
- Published on: 2014-05-29
- Released on: 2015-02-02
- Original language: English
- Number of items: 1
- Dimensions: 7.80" h x .90" w x 5.20" l, .51 pounds
- Binding: Paperback
- 144 pages
Review
“Innovators know that unfavorable odds call for unreasonable optimism. Now we also have a toolbox of rules—to play with, refer to...and break.”
—JOHN MAEDA, DESIGN PARTNER AT KLEINER PERKINS CAUFIELD & BYERS, AUTHOR OF THE LAWS OF SIMPLICITY
“Here are 46 tips that have helped shape our greatest practitioners from every discipline and generation. Best of all, Neumeier takes his own advice from rule 18: Don't be boring!”
—PAULA SCHER, PARTNER AT PENTAGRAM, WINNER OF THE CHRYSLER AWARD FOR INNOVATION AND DESIGN
“You’re already a genius, of course. All Marty wants to do is give you a platform so you can unlock that genius and share it with the rest of us.”
—SETH GODIN, AUTHOR OF THE ICARUS DECEPTION
“Creativity can be hard work, but it just got easier with Neumeier’s clear-thinking guidelines. Use them to build your own unique creative confidence.”
—TOM KELLEY, PARTNER AT IDEO, CO-AUTHOR OF CREATIVE CONFIDENCE
“Status quo disrupted! It’s bound to happen if you apply these simple yet profound rules to your ideas, your business, or your brand.”
—ANAEZI MODU, CEO OF REBRAND, FOUNDER OF REBRAND 100 GLOBAL AWARDS
About the Author
Marty Neumeier is an author, designer, and business adviser whose mission is to bring the principles and processes of creativity to industry. His series of “whiteboard” books includes The Brand Gap, widely considered the foundation of modern brand-building; Zag, named one of the “top hundred business books of all time” for its insights into brand strategy; and The Designful Company, a guide to building a culture of nonstop innovation. His latest book, The 46 Rules of Genius, lays out a universal map to innovation mastery.
In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures.
Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of innovation, brand, and design. Between trips, he and his wife divide their time between California and southwest France.
Most helpful customer reviews
26 of 26 people found the following review helpful.
How to become - if not a genius - at least someone who thinks more creatively and enjoys life more, indeed much more
By Robert Morris
I have read and reviewed all of Marty Neumeier's previously published books and consider his latest, The 46 Rules of Genius, the most important...thus far...because it will have wider and deeper impact. How so? Neumeier agrees with Tom and David Kelley (among others) that almost anyone can think more creatively if (HUGE "if") they are determined to think more creatively about how they think.
In his recent book, Metaskills, he identified and examined five talents that people need to develop in order to thrive "in an age of increasing man-machine collaboration." They are "feeling, or empathy, and intuition; seeing, or systems thinking; dreaming, or applied imagination; making, or design talent; and learning. None of these needs a high I.Q. What they need is a high regard for creativity." The 46 rules are creative rules. "They're general guidelines to help you envision, invent, contribute, and grow."
It is noteworthy that Rule 1 is "Break the Rules," hence a paradox: "Here's how to resolve the Genius Paradox:
1. React to the rules by embracing them or breaking them.
2. Observe the results.
3. Rewrite the rules from your own experience.
"You'll find there ARE rules for creativity -- YOUR rules. They may not be the ones that others follow but they'll be true and useful to you."
Neumeier carefully organizes and presents his information, insights, and counsel within four Parts, each of which poses a critically important question that many (if not most) of his readers have and to which he then responds:
1. How can I innovate?
2. How should I work?
3. How can I learn?
4. How can I matter?
He includes an observation by Arthur Schopenhauer with which I wholly agree: "Talent hits a target no one else can hit; genius hits a target no one else can see."
Here in Dallas near the downtown area, there is a Farmer's Market at which merchants offer fresh fruit as samples of their wares. In that spirit, I now offer additional excerpts that suggest the thrust and flavor of Neumeier's thinking:
o "Caution: The 46 Rules of Genius is not for everyone, for the simple reason that not everyone can be a genius. This is not usually a failing of native intelli9gence. It is more likely a lack of (a) will, or (b) skill." From the preface, "What Is a Genius?" (Page 21)
o "The framework [of a problem] is the boundary drawn around it. the 'rope of scope' that keeps it from sprawling to infinity. It narrows the focus, suggests a direction for the work, limits the investment, and determines how success is measured. If the framework is wrong, everything else will be wrong." (23)
o "Too much freedom can lead to mediocrity. Why? Because without boundaries there's no incentive to break through them. A real genius has no difficulty redefining a brief or defying convention. It's second nature. But give a creative person too much freedom, and you'll get a final product that's over-designed, over-worked, over-budget, and under-focused. The greatest gift you can give a genius is limitation, not license." (26)
o "The 'dragon pit' is the gap between WHAT IS and WHAT COULD BE. It's a space filled with discomfort, darkness, and doubt. Most people would rather grab the first rope thrown to them -- WHAT IS -- rather than stay and fight the dragon guarding WHAT COULD BE. But WHAT COULD BE is where the ideas are. A genius is someone who can tolerate the discomfort of uncertainty, while generating as many ideas as possible." (31)
o "Learning to learn is a metaskill -- a skill applied to itself. It multiplies your knowledge and accelerates your progress. When you learn to be your own teacher, you can acquire any skill you put your mind to. You can quickly build a new skill on the roof of the last one. You can move laterally from one skill to the next by bringing deeply understood principles to related disciplines. The ability to direct your learning is personal growth squared." (79)
o "Without the skills of your craft, you might be able to come up original ideas. But you'd have difficulty making your ideas stick -- demonstrating, developing, testing, and sharing them. Skills bridge the gap between thinking and making. There are no skills without practice -- practice is the exercise gym of genius." (110)
These are among the dozens of passages that caught my eye throughout Marty Neumeier's thoughtful and eloquent narrative and, obviously, no brief commentary such as mine can possibly do full justice to the scope and depth of his coverage. However, I hope I have at least indicated why I think so highly of him and his work. His latest book is another brilliant achievement. Bravo!
0 of 0 people found the following review helpful.
How To Be Remarkable
By Paul Williams
Nearly every page of my copy of this book has a note or dog-eared page as a reminder to go back to an idea. Do this. Try this. Tell others about this.I love all of Marty Neumeier's books - especially this one. 46 tips that help you stand out, give you an edge and help you think and work better.
7 of 8 people found the following review helpful.
You're a Genius
By Gordon Mortensen
If you've never read any of the books by Marty Neumeier, this is a great place to start. Neumeier has a way of helping you focus your own creative thoughts and impulses so you can see them more clearly.
If you've ever wondered… Where should I look for great ideas? Is my intuition working for me or against me? Are my ideas brilliant or merely good? Stop wondering and read this book.
THE 46 RULES OF GENIUS may be a little book but it has a BIG IDEA: Anyone of average intelligence can be a genius at something, as long as he/she is willing to work at learning the necessary skills.
In my opinion, this amazing book is THE resource for understanding and solving any kind of creative problem. With so much insight and information packed onto every page, it makes me wish I had a photographic memory, instant recall, or both. I found myself saying again and again: “Yes, that’s right! That makes sense! My students need to read this book!”
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