Top positive review
Some of the best advice for idea generation ... EVER
on 3 July 2014
The first thing you cannot help but notice is the size of the book. It is very short and pocket sized. But, each page is packed with very well written advise.
There are only 5 steps to churning out new ideas and the author clearly explains how this works. Like a lot of books in this area, the real progress comes from application. If you picked up a diet book you would expect some form of cutting down on calories and getting more exercise. This book is no different, you have to do something to get progress.
Don't try and shortcut his system, it works as a continuous process. A very simple tool that many advertising folks use is the swipe file. They store useful letters and adverts for ideas and later use. The author recognises this and encourages you to get curious about your subject.
I now keep this with me during the week. It is a book I re-read on a very regular basis. If you work in an idea based job, this is essential reading.