The Rise Of The Creative Class
by Richard Florida
This book is an extensive examination of what makes creative people tick, why they bring vitality to a region, and how creativity can be nurtured and harnessed to ensure our modern cities survive the changes of the twenty first century and thrive beyond that.
I read this at the end of 2005, and have been meaning to write some brief notes on it for about six months. The City Talk of last week has finally got me to do it (albeit while watching World Cup).
Florida starts with “The Creative Age”, which details the realities of society and the workforce in the modern age. The proportion of the workforce involved in creative work has been rising steadily over the last century, and now more and more people make a living from exercising their creative talents, from both the super-creative core to the more general creative class.
Then Florida examines “Work”, what makes people want to work creatively. The top of most IT workers list when it comes to work is to be challenged. Furthermore, the next most important factor is flexibility. The “Horizontal Labor Market” is dissected, with the realisation that people are in tune with the new realities of work and are far more prepared to look at alternative avenues of employment, rather than worshipping the institutions and organisations that have let them down in the past. Its also noted that creative workers are the most time poor.
We then move on past work to look at the leisure pursuits of the creative class, where life is more and more seen as a chance for experience rather than possessions.
Florida’s look into Community and the creative class is interesting in the context of the City Talk from last week. Creative people love to be around other creatives. Furthermore, they’re not interested in typical pursuits such as professional sports, but rather prefer things like mountain biking. Here are what creatives look for in ‘Place’: employment opportunities, lifestyle, social interaction, diversity, authenticity, identity and ‘quality’.
Linking creative force with economic force, Florida outlines the three Ts of economic development: Technology, Talent and Tolerance. Then in later chapters he details approaches for building creative communities, building on the ideas of the 3T’s. Urbanisation, universities as creative hubs and having a great “people climate” (strategy for attracting and retaining creative people).
Finally, Florida implores the creative class to continue. To engage society and each other and to become a more cohesive and responsible group, with the important idea that “personal identity requires a well defined notion of how one relates to others.”
An interesting and much more detailed book than the standard popular demographic books, the goal of this book is to inform and educate about the new creative class and how societies must change to survive and thrive.
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