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This book presents a new perspective on creativity: that creative innovation depends on inside-of-the-box thinking. Not outside the box, as we all believed. It shows that creativity builds on what we know and how we use old ideas to produce new ones. In a highly readable format, Robert W. Weisberg uses case studies of seminal creative advances, such as Leonardo's 'Aerial Screw' and Frank Lloyd Wright's 'Falling water' house. These fascinating examples are evaluated alongside cutting-edge research to present an analysis of creativity that challenges us to think differently about this intriguing cognitive ability.