Looking for the spark to write a hit screenplay or book, design an effective marketing campaign, or start a successful company? The key, according to technology entrepreneur Allen Gannett, is not to wait until that proverbial light bulb flashes on during a moment of inspiration. 

Instead, Gannett points to recent psychological research indicating a predictable science behind success in creative endeavors, one whose mechanics he calls “the creative curve”—the point of optimal tension between the novel and the familiar.

Drawing on his book The Creative Curve, Gannett examines the stories of innovators including the Broadway team that developed Dear Evan Hansen, the founder of Reddit, the chief operating officer of Netflix, and Michelin-starred chefs to identify the common patterns behind their achievements. Their examples and lessons, says Gannett, demonstrate that the ability to generate and develop creative ideas is not just the province of so-called geniuses, but within the reach of everyone.

Gannett is the founder and CEO of TrackMaven, a software analytics firm, and now serves as chief strategy officer at Skyword, a global marketing platform.

His book The Creative Curve: How To Develop the Right Idea at the Right Time (Penguin Random House) is available for sale and signing after the program.