Rise, as it has been appropriately re-dubbed in the popular lexicon, looks at the forces reshaping our economy and how companies, communities and people can survive and prosper in uncertain times. It 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 reams of cutting-edge research, 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.