“Creative confidence is like a muscle—it can be strengthened and nurtured through effort and experience.”

This metaphor frames creative confidence as a trainable capacity rather than an innate trait. By likening it to a muscle, the authors suggest that growth requires regular use, patience, and effort. The analogy encourages readers to see creativity not as an elusive talent but as something accessible through practice. It sets an empowering tone for the book’s central premise: Everyone can become more creative.

“In our experience, everybody is the creative type.”

This statement directly challenges the myth that only certain people are inherently creative. The Kelleys democratize creativity, asserting that it is a human capacity—not a niche skill reserved for artists or designers. Its declarative tone invites readers to identify with innovation, not shy away from it. This foundational belief underpins the book’s inclusive and motivational ethos.

“I started to imagine how powerful this tool could be if I brought it back and got cross-functional teams to work together.”

Spoken by MRI designer Doug Dietz, this quote captures the pivotal moment when he realized the potential of design thinking beyond his individual role. It highlights the importance of collaboration and the transformative power of shared creativity across disciplines. This marks a shift from isolated problem-solving to collective innovation, a theme that recurs throughout the book.