Judkins asserts that creativity is not about what you make, but how you think. The book is structured around short, punchy chapters, each profiling a successful historical or contemporary figure—ranging from Albert Einstein and Coco Chanel to Dadaist artists and corporate disruptors.
Judkins firmly believes that creativity is not a gift for the select few. He argues that the myth of the lone genius is just that—a myth. Creativity is a skill that can be developed through practice and changing your mindset.