The Creativity Factor

Using the power of the outdoors to spark successful innovation

Non-Fiction - Business/Finance
256 Pages
Reviewed on 02/20/2023
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Author Biography

Garry Pratt is the co-founder of Earswitch, an innovative sensor technology start-up and was previously Entrepreneur in Residence and a Teaching Fellow in Entrepreneurship at the University of Bath. In this role, he ran an accelerator programme that supported high-tech, high-growth potential digital start-ups and scale-ups in areas such as med-tech, AR/VR and AI, through which he mentored, advised and trained over 100 founders. Garry is also the co-founder of the Outside/community and Walking Leaders, where he serves mentor, facilitator and guide on walking expeditions intended to cultivate creative and outside thinking in business leaders, teams and entrepreneurs.

Garry previously held senior positions in the pre-dotcom tech world across the US and Europe, co-founded a chain of specialist cookshops before co-founding Teachit, a leading educational digital content provider which he exited in 2011.

    Book Review

Reviewed by Maria Victoria Beltran for Readers' Favorite

The Creativity Factor: Using the Power of the Outdoors to Spark Successful Innovation is an inspiring business guide by Garry Pratt. The book consists of six chapters with titles like Creativity Isn’t Magic, Breakout of the Bored’room, and Take It Outside – Introducing Outside Thinking. The rest of the book consists of academic research, interviews, anecdotes, opinions, and actual experiences. Starting with the premise that creativity is not some kind of magic, but a skill that we can train and improve, the author presents a compelling case to go outdoors and set off on adventures to nurture your creativity. He then offers insights into how corporations can adapt themselves to the times and create an environment in an outdoor setting where creativity can be encouraged to make them flourish.

Garry Pratt’s The Creativity Factor is an informative read. Chapter one starts with a quote from Nietzsche that immediately grabbed my attention: “Sit as little as possible. Give no credence to any thought that was not born outdoors while moving about freely.” This is a book that exhorts readers to take their thinking outdoors to unlock their creativity. With experience gained over the years in both theory and practice, Pratt writes with unquestionable credibility. This is a gem of a book for start-ups that aspire to creatively claw their way into the customer base of large-scale corporations. The book discusses the science behind our natural creativity and reveals a simple way to free our creative side. Highly recommended.