The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community, and Everyday Life
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The national bestseller that defines a new economic class and shows how it is key to the future of our cities. The Rise of the Creative Class gives us a provocative new way to think about why we live as we do today - and where we might be headed. Weaving storytelling with masses of new and updated research, Richard Florida traces the fundamental theme that runs through a host of seemingly unrelated changes in American society: the growing role of creativity in our economy. Just as William Whyte's 1956 classic The Organization Man showed how the organizational ethos of that age permeated every aspect of life, Florida describes a society in which the creative ethos is increasingly dominant. Millions of us are beginning to work and live much as creative types like artists and scientists always have - with the result that our values and tastes, our personal relationships, our choices of where to live, and even our sense and use of time are changing. Leading the shift are the nearly 38 million Americans in many diverse fields who create for a living - the Creative Class. The Rise of the Creative Class chronicles the ongoing sea of change in people's choices and attitudes, and shows not only what's happening but also how it stems from a fundamental economic change. The Creative Class now comprises more than 30 percent of the entire workforce. Their choices have already had a huge economic impact. In the future they will determine how the workplace is organized, what companies will prosper or go bankrupt, and even which cities will thrive or wither.
argument: that regional economic growth is powered by creative people, who prefer places that are diverse, tolerant and open to new ideas. Diversity increases the odds that a place will attract different types of creative people with different skill sets and ideas. Places with diverse mixes of creative people are more likely to generate new combinations. Furthermore, diversity and concentration work together to speed the flow of knowledge. Greater and more diverse concentrations of creative
came back to Carnegie Mellon in 1998 from a leave at Harvard's Kennedy School of Government, I happened to mention to my dean the research I was conducting on the location decisions of people and high-tech industries. He suggested I meet Gates, then a doctoral student at Carnegie Mellon, who was working on the demography of the gay population. As soon as we met, the parallel became obvious: The same places that were popular among gays were also the ones where high-tech industry located. Gates and
designers at Victory Optical, taking the car to the factory on weekends to seek advice. We honed that block of wood into an efficient aerodynamic design. We added a precise amount of lead weight, per the guidelines, to gain additional speed. We fashioned a little test track. In trial runs, the front axle began to crack under the strain of repeated nose-first impacts with the stopping barrier at the bottom. With the help of the skilled machinists, we developed an innovative solution, carving a bit
the loss of stock-option value or job security. It was that they might have to settle for "just a job," and perhaps not enjoy all the intrinsic rewards they'd grown accustomed to. I am hardly the first observer to notice that money isn't the only thing people want. Yet my research has convinced me that many firms, scholars and business pundits still overrate money as a motivating factor, especially in the world of creative work. What I find generally is the following: Yes, people want enough
status ladders as the normal life course. Time is not just a physical given but a social construction that shapes our lives in deeply ingrained ways. Joanne Ciulla writes: Cultures change and adapt their concepts of time, just as they can revise and change their notion of work. Every society has its own social time. Social time determines a general path of life—when you do what. It tells you when to eat, when you should go to school, when you are old enough to drink, drive, get married, or