Business

Creativity, Inc.: 8 key ideas

by Ed Catmull

The core ideas of Creativity, Inc., each in under a minute, written in our own words. Want the full depth? Get the book.

1. IDEA 1 OF 8

   Creativity needs the right culture

   Catmull, co-founder of Pixar, explains how the studio built a culture where creative people could do their best work.

   He argues that managers must protect creativity by removing barriers and encouraging honesty.

2. IDEA 2 OF 8

   Pixar grew from a dream

   Catmull describes his dream of making a computer-animated film, which led to founding Pixar.

   Toy Story became the first feature-length computer-animated film. Catmull says that the dream took many years of work by a small team before it became a real company with real films.

3. IDEA 3 OF 8

   Steve Jobs supported Pixar

   Catmull describes Steve Jobs's role as Pixar's owner, providing funding and support.

   Their relationship evolved over time. Catmull suggests that Jobs believed in the company even when it was not making money, which gave Pixar time to grow.

4. IDEA 4 OF 8

   The Braintrust gives honest feedback

   Pixar created the Braintrust, a group that gives directors candid feedback on films in progress.

   The director decides what to do with it. In his account, the group helps without taking over, so the director stays responsible for the film in the end.

5. IDEA 5 OF 8

   Candour is essential

   Catmull argues that honest feedback is necessary for creativity.

   People must feel safe to speak truthfully. In his view, if people fear punishment or ridicule, they hide their doubts, and the film suffers as a result.

6. IDEA 6 OF 8

   Early ideas are ugly

   Catmull describes early versions of films as ugly babies, flawed and fragile.

   They need protection while they develop. The idea is that a rough first draft is not a failure, so it should be nurtured instead of being judged too soon.

7. IDEA 7 OF 8

   Problems are often hidden

   Catmull warns that managers often fail to see problems in their organisations.

   Seeking out hidden problems is essential. In his view, people often keep quiet about trouble, so leaders must create ways for the truth to reach them.

8. IDEA 8 OF 8

   Disney Animation was revived

   After Disney bought Pixar, Catmull helped lead Disney Animation.

   Applying Pixar's culture helped revive it. In his account, the lessons from one studio's way of working were useful for another, and it made Disney's films stronger.