Our Next Pick: Creative Confidence by Tom Kelley and David Kelley
“When you hear the word “creativity,” what do you think of next?
If you are like many people, your mind immediately leaps to artistic endeavors like sculpture, drawing, music, or dance. You may equate “creative” with “artistic.” You may believe that architects and designers are paid to be creative thinkers, but CEOs, lawyers, and doctors are not. Or you may feel that being creative is a fixed trait, like having brown eyes—either you’re born with creative genes, or you’re not.
As brothers who have worked together for thirty years at the forefront of innovation, we have come to see this set of misconceptions as “the creativity myth.” It is a myth that far too many people share. This book is about the opposite of that myth. It is about what we call “creative confidence.” And at its foundation is the belief that we are all creative.”
- Introduction from the book.
Why we chose it: After exploring purpose-driven business in Let My People Go Surfing, we’re shifting gears towards something more focused on mindset and the lens through which we approach innovation and change. Creative Confidence is a powerful reminder that creativity is not reserved for designers or artists. It is a human capability that can be relearned, strengthened and applied to complex challenges.
In a world where technology is increasingly removing the need for us to perform routine tasks, our uniquely human abilities matter more than ever. The capacity to think creatively, collaborate meaningfully and bring contextual richness to problems is what enables real progress. Many of us were natural divergent thinkers as children, yet over time we have learned to narrow our thinking. And yet some of the most transformative innovations in the world have emerged from exactly that kind of expansive, experimental mindset.
At Colectivo, we intentionally weave together divergent and convergent thinking in the design of our projects and programmes. We open up space for possibility, before narrowing towards practical, impactful solutions. Creative Confidence is a timely read for anyone who wants to reconnect with that creative space and approach change with curiosity, courage and renewed perspective.
To learn more and find a copy, you can check out your local libraries, book stores, e-readers, or second-hand bookstores. Visit https://www.creativeconfidence.com/.
About the Colectivo Book Club 2026: We’re often asked to recommend films, documentaries and books that deepen understanding of today’s most pressing sustainability challenges. That’s why we launched the Colectivo Book Club this year. Every two months, we announce a must-read or must-watch selection linked to key societal themes, along with reflection prompts shared on our blog and LinkedIn. In alternating months, we publish a concise takeaways summary to support personal reflection or group discussion. You can engage independently or gather a group and follow along together. 👉 Visit our blog to read last month’s takeaways from Let My People Go Surfing and follow along.
