The Big Morph

The Rise of the Creative Class, Revisited is an eighteen chapter book published in 2012 by Basic Books and written by Richard Florida, of the University of Toronto's Rotman School of Management and New York University. The author presents a revised and expanded version of his classic work, which pioneered the idea that our society is in the midst of a fundamental economic and cultural shift led by an emerging class of people, defined by their occupations as the Creative Class. He argues that human creativity has become the pivotal force at the heart of current societal change. Supporting his theory with substantial research and grounding his arguments in classic historical and economic thinking, Florida sheds new light on successful Creative Age companies and cities. In Chapter 9, The Big Morph (24 pages), the author discusses the driving forces behind the Creative Age and points to the cultural signs that represent this new world order. The convergence of two different ideologies, the Protestant work ethic and the bohemian ethic, have evolved together to create a new value system. Florida places the roots of the Creative Economy in the 1960s and follows its path through the events that produced the Silicon Valley. He comments on the mainstreaming of engineers, once pushed into the background and now revered as pop stars.

• Change management
• Talent management
• Creativity
• Finance and investing
• Innovation