Nir, having worked with celebrities like Woody Harrelson and Rod Stewart, discovered that their creativity isn't unique and can be learned by anyone. He has taught thousands globally to apply this creative method in business for improved profitability, sales, and customer service, making work more meaningful. Collaborating with major clients like AT&T, Microsoft, and jetBlue, Nir developed a formula to codify creativity in business, detailed in his book 'The Creator Mindset', published by McGraw/Hill in August 2020 and translated into two languages.