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The 46 Rules of Genius

An Innovator's Guide to Creativity

By Marty Neumeier

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Format: Paperback, 144 pages
Other Information: Illustrated
Published In: United States, 01 May 2014
Not since Strunk and White's ELEMENTS OF STYLE has a book compressed so many insights into so few pages. With his trademark simplicity and wit, Marty Neumeier has written and illustrated a concise guide that can be read quickly over a lunch break or savored slowly over a lifetime. Part 1, "How can I innovate?" offers insightful guidance such as "Feel before you think," "See what's not there," and "Ask a bigger question." Rule #1 gives the paradoxical advice: "Break the rules." Part 2, "How should I work?" offers down-to-earth tips on craft: "Use a linear process for static elements," and "Express related elements in a similar manner." The reader is also reminded: "Don't be boring!" In Part 3, "How can I learn?" contains practical advice including "Do your own projects," "Invest in your originality," and "Develop an authentic style." Finally, Part 4, "How can I matter?" deals with the deeper questions of a career in creativity, such as "Overcommit to a mission," "Build support methodically," and "Become who you are." THE 46 RULES OF GENIUS is a reassuring lighthouse against the swirling tides of innovation. Geniuses from every discipline will want to keep it in sight. (Educators: Those who recommend this book to students may also be interested its deeply researched precursor, METASKILLS, from which the rules were drawn.) From the back cover: There's no such thing as an accidental genius. Anyone who's reached that exalted state has arrived there by design. But simply wanting to get there is not enough. A would-be genius also needs a theoretical framework, a basic compass, a set of principles to guide the way forward. Marty Neumeier, acclaimed author of The Brand Gap and Metaskills, has compressed the wisdom of the ages into the first "quick start guide" for genius-46 glittering gems that will light your path to creative brilliance. This is THE essential handbook for designers, entrepreneurs, marketers, educators, artists, scientists, innovators, and future leaders in every field.

Table of Contents

IntroductionWhat is a genius? Part 1: How can I innovate? Rule #1: Break the rules.Rule #2: Wish for what you want.Rule #3: Feel before you think.Rule #4: See what's not there.Rule #5: Ask a bigger question.Rule #6: Frame problems tightly.Rule #7: Think whole thoughts.Rule #8: Stay in the dragon pit.Rule #9: Approach answers obliquely.Rule #10: Wait for the jolt.Rule #11: Use beauty as a yardstick. Part 2: How should I work? Rule #12: Design quickly, decide slowly.Rule #13: Use a linear process for static elements.Rule #14: Use a dynamic process for interactive elements.Rule #15: Work to an appropriate structure.Rule #16: Express related elements in a similar manner.Rule #17: Match form to function, function to form.Rule #18: Don't be boring.Rule #19: Put the surprise where you want the attention.Rule #20: Apply aesthetics deliberately.Rule #21: Visualize with sketches, models, or prototypes.Rule #22: Tolerate messiness.Rule #23: Test your ideas in realistic situations.Rule #24: Simplify. Part 3: How should I learn? Rule #25: Learn how to learn.Rule #26: Start from wonder, not belief.Rule #27: Do your own projects.Rule #28: Keep a hero file.Rule #29: Invest in your originality.Rule #30: Learn strategically.Rule #31: Neutralize your weaknesses.Rule #32: Spend long hours in the joy zone.Rule #33: Make educational mistakes.Rule #34: Seek instructive criticism.Rule #35: Feed your passion.Rule #36: Develop an authentic style.Rule #37: Practice. Part 4: How can I contribute? Rule #38: Overcommit to a mission.Rule #39: Stay focused.Rule #40: Follow through.Rule #41: Practice good design.Rule #42: Build support methodically.Rule #43: Don't blame others.Rule #44: Join a network.Rule #45: Become who you are.Rule #46: Make new rules.

About the Author

Marty Neumeier is an author, designer, and business adviser whose mission is to bring the principles and processes of creativity to industry. His series of "whiteboard" books includes The Brand Gap, widely considered the foundation of modern brand-building; Zag, named one of the "top hundred business books of all time" for its insights into brand strategy; and The Designful Company, a guide to building a culture of nonstop innovation. His latest book, The 46 Rules of Genius, lays out a universal map to innovation mastery. In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of innovation, brand, and design. Between trips, he and his wife divide their time between California and southwest France.


"Innovators know that unfavorable odds call for unreasonable optimism. Now we also have a toolbox of rules-to play with, refer to...and break."-JOHN MAEDA, DESIGN PARTNER AT KLEINER PERKINS CAUFIELD & BYERS, AUTHOR OF THE LAWS OF SIMPLICITY "Here are 46 tips that have helped shape our greatest practitioners from every discipline and generation. Best of all, Neumeier takes his own advice from rule 18: Don't be boring!"-PAULA SCHER, PARTNER AT PENTAGRAM, WINNER OF THE CHRYSLER AWARD FOR INNOVATION AND DESIGN "You're already a genius, of course. All Marty wants to do is give you a platform so you can unlock that genius and share it with the rest of us."-SETH GODIN, AUTHOR OF THE ICARUS DECEPTION "Creativity can be hard work, but it just got easier with Neumeier's clear-thinking guidelines. Use them to build your own unique creative confidence."-TOM KELLEY, PARTNER AT IDEO, CO-AUTHOR OF CREATIVE CONFIDENCE "Status quo disrupted! It's bound to happen if you apply these simple yet profound rules to your ideas, your business, or your brand." -ANAEZI MODU, CEO OF REBRAND, FOUNDER OF REBRAND 100 GLOBAL AWARDS

EAN: 9780133900064
ISBN: 0133900061
Publisher: New Riders Publishing
Dimensions: 20.3 x 13.7 x 1.2 centimetres (0.23 kg)
Age Range: 15+ years
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