Cognitive scientist and psychologist; professor at Rotman School of Management.
Best Paper – Academy of Management Annals, 2020.
Best Paper – Society for Philosophy and Psychology, 2019.
A cognitive scientist and psychologist, George’s research focuses on creativity, identity, and the construction of meaning. In his book, How Great Ideas Happen, he argues that creativity is method not magic; a methodical process more akin to archaeology than sudden inspiration. Creativity, he explains, often comes from discovering what was already there. He provides examples from the arts, science, and business to present a practical method that anyone can follow, reframing creativity not as a rare gift, but as a universal capacity that can be unlocked through exploration.
George is an associate professor of organisational behaviour and human resources, management and marketing, at the University of Toronto’s Rotman School of Management. Previously, he held joint appointments in management, psychology, and cognitive science at Yale University. He has published more than 60 articles in leading academic journals, with his research widely featured in outlets such as The New York Times, Scientific American, The Wall Street Journal, and The Economist. George also teaches executive seminars on marketing and management topics.
How Great Ideas Happen: The Hidden Steps Behind Breakthrough Success (Simon & Schuster, 2026). Published papers: ‘Sad Art Gives Voice to Our Own Sadness’ (Wiley Online Library, 2025); ‘On the Value of Sad Music’ (Journal of Aesthetic Education, 2024); ‘The spiritual contagion scale: A measure of beliefs in the transfer of metaphysical properties’ (Society for Consumer Psychology, 2022); ‘Psychological Barriers to Sustainability: Understanding Consumer Demand for Products with Redundant Functionalities’ (Journal of Sustainable Marketing, 2022).
“An inspiring reminder that creativity is a capacity we can all cultivate. This fantastic book [How Great Ideas Happen] is sure to help every one of its readers.”
– Katy Milkman, Thinkers50 Strategy Award, 2021; author of How to Change
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Thinkers50 Limited
The Studio
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Wargrave RG10 8PZ
United Kingdom
Thinkers50 Limited
The Studio
Highfield Lane
Wargrave RG10 8PZ
United Kingdom
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