The author is CEO of Nowhere, working as part of a team of creative catalysts to build cultures of innovation within companies. In this book, he explores how innovation is the output of our creativity and how creativity is an outcome of our level of consciousness.

Udall says we are all inherently creative but most of us have had creativity educated out of us and are socially conditioned to avoid things we are unsure of. He explains the science behind our caution by noting how we become reliant on the shorter dendrite branches in the left hemisphere of our brain, the part that drives our rational and analytical responses; rather than the longer and broader dendrite structures in the right side which resource more indirect ways of knowing.

To access more chaotic meandering pathways we need to step into the unknown more regularly and profoundly. We need to lean into the void, accessing empty creative spaces at the intersection between present and future.

This can be done at a group level too, which increases the number of potential new intersections and increases the likelihood of creating, shaping and making new associations. Udall says teams and communities need to be viewed as conscious organisms, with collective awareness.