Chapter 8: Next

Embrace Creative Confidence

Few people think about it or are aware of it. But there is nothing made by human beings that does not involve a design decision somewhere. —Bill Moggridge

Our great friend and IDEO cofounder Bill Moggridge strongly believed that most people were vastly more creative and capable than they knew. And we have always felt the same way. Societal pressures and corporate norms nudge us toward ideas and behaviors that are “appropriate” or expected. But the rewards for creativity and individuality are well worth the effort. Steve Jobs urged us to do something “insanely great,” and during his lifetime that approach allowed him to create and lead one of the most valuable companies in the world. Normalcy is overrated. If you tap into your natural creativity, you have a chance to be extraordinary.

We hope that some of the ideas in Creative Confidence will launch you in a new way of thinking. But creative confidence, of course, is not achieved by reading, thinking, or talking about it alone. In our experience, the best way to gain confidence in your creative ability is through action—taken one step at a time—through experiencing a series of small successes. That’s what psychologist Albert Bandura found in his research on self-efficacy and guided mastery as well.