Shekerjian examines the creative process behind the works of 40 MacArthur geniuses and reveals how breakthrough ideas are born. Shekerjian emphasizes the importance of persistence, passion and a willingness to take risks as key elements for creative success, which corresponds closely with Professor Günter Faltin's concept of concept-creative entrepreneurship. The book offers valuable insights into how entrepreneurs can challenge existing conventions and develop innovative business models by adopting creative thinking and approaches. Shekerjian's analysis supports Faltin's idea that true innovation often results from a deep understanding of a problem and an unconventional approach to solving it.

Book: Shekerjian, D. (1991). Uncommon genius: How great ideas are born. Penguin.