Reviewed by Paul Silvia, associate professor of psychology, University of North Carolina at Greensboro. Some of science’s best ideas hide in plain sight: they seem obvious, even fatuous, but they have surprising implications. In the 1950s, J. P. Guilford, a founder of modern creativity research, wondered what would happen if he told some people to “be creative” while they were working on creativity tasks. He gathered a sample of adults and had them come up with unusual uses for common objects and write titles for short stories; half were told to try to come up with creative ideas. Not ... Read More
