We spoke with VP of Entertainment Productions for the Vegas Golden Knights Jonny Greco on the August 2019 Party in the Back Podcast about storytelling and creativity. I asked him if there were one book he’d recommend that would expand on how her pursues creativity and he was quick to mention this book, Creativity, Inc.

Jonny noted he gifted this book to the original eight staffers at the Vegas Golden Knights to help them people see what they we aiming to do, and how we would do it.

“It’s one thing to be creative; it’s entirely another—and much more rare—to build a great and creative culture. Over more than thirty years, Ed Catmull has developed methods to root out and destroy the barriers to creativity, to marry creativity to the pursuit of excellence, and, most impressive, to sustain a culture of disciplined creativity during setbacks and success. Pixar’s unrivaled record, and the joy its films have added to our lives, gives his method the most important validation: It works.”  – Jim Collins (co-author of Built to Last and author of Good to Great)

More from Jonny Greco: “The book that influenced me and our group in Vegas here the most as far as creating a culture that allows storytellers to thrive is Creativity, Inc. It is by one of the three founders of Pixar Ed Catmull (Steves Jobs and John Lassiter) and it talks about their methods of brainstorming and storytelling. How you sit at a meeting and give everyone a seat at the table. Inspiring way to look at flip[ping things on its head and really digging into the “why”, how you telling it, and engaging people to create long lasting memories through storytelling.

The way they present it in that book is transcendent for creating the right culture for storytelling.”