And through this story, we learn what creativity really is. It is a book about how to build and sustain a creative culture with a unique identity. Catmull brings us behind the scenes of Pixar, as it grew from a fledgling animation shop to a force to reckon with Disney itself. is a book for managers who want to lead their employees to new heights - a manual for anyone who strives for originality, with behind-the-scenes examples from Pixar itself. In Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration, Pixar co-founder Ed Catmull shares insights from decades as head of one of the most creative companies of all time. Through its focus on the joy of storytelling, inventive plots and emotional authenticity, Pixar revolutionised how animated films were created. It was the start of a new generation of animation. Nine years later and against all odds, Toy Story was released. When an early partnership with George Lucas led, indirectly, to his founding Pixar with Steve Jobs and John Lasseter in 1986, he couldn't have known what would come. As a young man, Ed Catmull had a dream: to make the world's first computer-animated movie. Here, the founder of Pixar reveals the ideas and techniques that have made Pixar one of the most widely admired creative businesses, and one of the most profitable. 'Just might be the best business book ever written' Forbes Magazine 'This book should be required reading for any manager' Charles Duhigg 'Full of detail about an interesting, intricate business' The Wall Street Journal _ Part autobiography, part history of Pixar, part business book, Creativity Inc is the story behind the company that changed animation forever.
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