Jonah Sachs is an internationally recognized storyteller, author, and designer. He is the co-founder and chief storytelling officer of Free Range Studios, an advertising and marketing firm that specializes in nonprofits and socially responsible businesses. Jonah has helped hundreds of social brands and causes break through the media din with campaigns built on sound storytelling strategies. Jonah’s latest book, Unsafe Thinking, explores latest research into creativity and performance to present effective strategies to achieve higher performance and creativity and deliver successful innovation. In this interview, Jonah talks about the key ideas underlying his new book, and the importance of Unsafe Thinking for social entrepreneurs and innovators. He provides fresh and stimulating insights on creativity and the experience of “flow” –identifying when social innovators need to make sure that they are at their most creative –and when they need to focus on grit and determination to get things done. This is a fresh and stimulating look at latest thinking about creativity and effective performance which will be helpful to all social innovators.