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

Big picture

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, chimp & 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, chimp and 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

Big picture

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

4.3 Metaphor mash-up

4.4 Steal from the heart

4.5 Break the rules

4.6 Stay inside the box

4.7 Brainwriting

Big picture

4.1 Brainstorm rules

4.2 The lateral nudge

4.3 Metaphor mash-up

4.4 Steal from the heart

4.5 Break the rules

4.6 Stay inside the box

4.7 Brainwriting

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

Big picture

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

Big picture

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

Index

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