Creativity. We all have it, even if it seems to disappear in adulthood. And despite its usefulness, many find it uncomfortable.

William Childs champions creativity in his book “Child’s Play” (210 pages; paperback $16.95; digital $5.99; 2020).

The book, targeted for businesspersons, consists of three sections: “Creativity,” “Creative Leadership” and “Marketing.”

But it can be useful for anyone. The first chapter is “Mediocrity Sucks,” showing how creativity can overcome mediocrity by fighting against suggested norms and complacency.

At a diner in Coopersburg, Childs says, “Anyone can benefit from creativity in their life. We can use it for all aspects of our personal life. It lets you look at a problem in a different way. I always like to find a different way of doing things.

“Creativity is so misunderstood. I try to demystify that process.” It would seem that businesses would welcome it, but Childs says it is often resisted. “It makes management nervous. It represents uncertainty and disruption, and is often thought to be noxious and not tethered to reality.

“It’s hard to track ideas, and they don’t show up in a spreadsheet. And people are afraid to share ideas. It even creates images of goofing off,” as quiet time for thinking can be viewed as being unproductive.

Another chapter is “Creativity Thrives When You Step Out Of Your Comfort Zone.” It can involve risk.

“Nobody wants to fail. But if you are not failing you are not going to succeed. They need each other. I look at failure as an unintended outcome.”

The book has many sayings under the heading “Lessons Learned.” One is, “It is never a good sign when fear of failure overwhelms your ability to take risks.”

Childs says, “You have to be comfortable with being uncomfortable, and not be afraid of saying something that seems silly but can lead to a good idea.”

Childs teaches advertising design at Lehigh Career & Technical Institute, Schnecksville. He was a graphic designer for The Morning Call newspaper, art director for Adams Outdoor Advertising, director of marketing and communications for Trifecta Technologies, and vice president and creative director for R.M. Squared advertising agency.

Childs is the host of AdYack, the podcast of the American Advertising Federation of the Greater Lehigh Valley, available on many platforms and at www.aafglv.org/podcast. He also does consulting work and public speaking.

The book took Childs six years to write. It was partially inspired by varied reactions to creativity he has seen in his work and consulting. At one firm, he was surprised that creativity was “put on a pedestal” and profit was listed much farther down the list of priorities. But in another position, a superior told him, “You fall in love with ideas too fast,” to which Childs says, “Somebody has to.”

He pinpoints a major obstacle: “Nobody gets bored anymore.” Information overwhelms us from our phones and computers and does not give us a chance to think, he says.

“When I was a kid, all I had was the outside,” he says, recalling play in parks, nature and abandoned buildings that gave full rein to his imagination. “Kids can play with anything. An empty refrigerator box can become a car, a ship, or a house. Adults just think about how to cut it up and get it out of the way.

“You can help yourself by putting yourself back in your childhood, and being comfortable about bringing it into your adulthood.” That childhood inspiration suggested the title of the book, which of course is also a reference to his last name.

Childs was born in Allentown. He attended Herbst Elementary School, Harrison Morton Middle School and Dieruff High School. He lives in Doylestown with his wife, artist Kelly Forte. His website is: www.billchilds.com

“Literary Scene” is a column about authors, books and publishing. To request coverage, email: Paul Willistein, Focus editor, pwillistein@tnonline.com