52 | The Theory of Creativity

39m | Feb 21, 2024

Do legitimate common denominators exists across creative disciplines? If so, can we clearly identify these parallels and unify our thoughts about the creative process? 

In this episode of The Craft, Carter and Colby wrestle with these questions. They begin to sketch (tentatively) a unifying “theory of creativity.” Such theory might help us, they hope, navigate a broad swath of tools and techniques that vie for our attention.  



0:00 Introduction 

2:22 Theory of Creativity 

9:48 Theoretical layers 

14:08 Marketing example

21:32 More trees and metaphors 

28:40 Intermediary tiers

36:26 Conclusion 


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Cover art by Elizabeth Newell. Learn more about her work at or on Instagram @elizabethisadesigner.

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The Craft: Exploring the Creative Process