“Finally! A creativity advice book that’s grounded in scientific research.” Mihaly Csikszentmihalyi, professor at Claremont Graduate University and author of Flow: The Psychology of Optimal Experience
“Zig Zag is the most fun and most useful creativity book I have ever read. Keith Sawyer’s gem sweeps you up with a host of great stories, quizzes, exercises, and teaches you one way after the other to be more creative.”
Robert I. Sutton, professor at Stanford University and author of The No Asshole Rule and The Friction Project
"In geometry, the shortest distance between two points is a straight line. But in creative pursuits, Zig Zag shows us, it's anything but. Keith Sawyer is the most creative person writing about creativity I know." Robert Mankoff, cartoon editor of The New Yorker Magazine and author of The Naked Cartoonist
"Creativity is essential in our journey to the future, and this gem of a book helps each of us on the way." Tim Brown, CEO of IDEO and author of Change By Design
"Keith Sawyer is the best combination of a brilliant creativity researcher and storyteller around. Here's another awesome book." Peter Sims, author of Little Bets
"Zig Zag reveals the true nature of the creative process: improvisational, surprising, with unexpected twists and turns. The book is filled with hands-on activities that help you manage that process and keep it moving forward to a successful creative outcome." Josh Linkner, author of Big Little Breakthroughs