About the author

Acknowledgements

How to use this book

Chapter 1 BE MORE CREATIVE

Speed read

1.1 Defeat habit with originality

1.2 Divergent thinking

1.3 Lateral thinking

1.4 Convergent thinking

1.5 Time and space

1.6 Group dynamics

1.7 Choose the right tools for the job

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1.1 Defeat habit with originality

1.2 Divergent thinking

1.3 Lateral thinking

1.4 Convergent thinking

1.5 Time and space

1.6 Group dynamics

1.7 Choose the right tools for the job

Chapter 2 YOUR CREATIVE MISSION

Speed read

2.1 Imagine a world without you

2.2 Apply the power of why

2.3 What’s your problem?

2.4 The lizard, the chimp and the business exec

2.5 Four ways of seeing

2.6 Give and take

2.7 Tweet simplicity

Big picture

2.1 Imagine a world without you

2.2 Apply the power of why

2.3 What’s your problem?

2.4 The lizard, the chimp and the business exec

2.5 Four ways of seeing

2.6 Give and take

2.7 Tweet simplicity

Chapter 3 INSIGHTS AND HOOKS

Speed read

3.1 That’s funny . . .

3.2 Burst your filter bubble

3.3 Make connections

3.4 Use contradictions

3.5 Field trips and freshness stores

3.6 What’s my motivation?

3.7 Crafting a compelling hook

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3.1 That’s funny . . .

3.2 Burst your filter bubble

3.3 Make connections

3.4 Use contradictions

3.5 Field trips and freshness stores

3.6 What’s my motivation?

3.7 Crafting a compelling hook

Chapter 4 FORCED INSPIRATION

Speed read

4.1 Brainstorm rules

4.2 The lateral nudge and metaphor mash

4.3 Mapping your thoughts

4.4 Steal from the heart

4.5 Break the rules

4.6 Look harder inside the box

4.7 Brainwriting tools

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4.1 Brainstorm rules

4.2 The lateral nudge and metaphor mash

4.3 Mapping your thoughts

4.4 Steal from the heart

4.5 Break the rules

4.6 Look harder inside the box

4.7 Brainwriting tools

Chapter 5 NURTURE GOOD IDEAS

Speed read

5.1 The developer’s dilemma

5.2 Supportive teams

5.3 Widen your pool of talent

5.4 Design thinking

5.5 Keep the novelty alive

5.6. Working with wild ideas

5.7 Moving out of the greenhouse

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5.1 The developer’s dilemma

5.2 Supportive teams

5.3 Widen your pool of talent

5.4 Design thinking

5.5 Keep the novelty alive

5.6. Working with wild ideas

5.7 Moving out of the greenhouse

Chapter 6 WEED OUT BAD IDEAS

Speed read

6.1 Get serious

6.2 The unknown

6.3 Groupthink

6.4 Optimism bias

6.5 Overconfidence

6.6 The sunk cost fallacy (aka why it’s hard to pull the plug)

6.7 How to fail well

Big picture

6.1 Get serious

6.2 The unknown

6.3 Groupthink

6.4 Optimism bias

6.5 Overconfidence

6.6 The sunk cost fallacy (aka why it’s hard to pull the plug)

6.7 How to fail well

Chapter 7 SELL YOUR BEST IDEAS

Speed read

7.1 You, your audience, your message

7.2 Real, original, simple

7.3 Three is the magic number (and other rhetorical devices)

7.4 Go viral

7.5 Great stories

7.6 Road-test your story

7.7 Hand over the spark

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