Cracking the Creativity Code

Zoom in/Zoom out/Zoom in Framework for Creativity, Fun, and Success

by Arie Ruttenberg, Shlomo Maital

Creativity is an acquired skill, one that improves with practice. Cracking the Creativity Code shows you how!

This book provides a proven method for generating world-changing ideas. It empowers individuals who have given up on their innate creativity, who believe that they have lost their creative powers through years of disuse.

In a light, entertaining style, the authors describe their unique, structured approach to creativity. To bring the reader closer to this lost art, the authors present a ‘Zoom in, Zoom out, Zoom in’ technique to make ‘creation’ more accessible to everyone.

Reinvigorate your personal creativity machines—once turned on, it will generate an unending stream of novel ideas that can change the world.


  • SAGE Publications; September 2014
  • ISBN: 9789351501305
  • Read online, or download in secure PDF format
  • Title: Cracking the Creativity Code
  • Author: Arie Ruttenberg; Shlomo Maital
  • Imprint: Sage Publications Pvt. Ltd

In The Press

[The book] delightfully shows that the talent of creativity can be mastered and developed and is not a privilege for just a few lucky ones. One just has to take the ‘Elevator’ and follow Zi-Zo-Zi, the angel of creativity and the authors’ instructions in order to develop and train the ‘creativity muscles’…I enthusiastically recommend this book to all who would like to learn about the talent of creativity and how to master it.