I have thoroughly enjoyed reading this book. For the first time in a long time I have read it cover to cover in about 2 sessions (last night and this morning), and have used the methods within as stimulus to generate hundreds of new ideas already. The book bridges a gap between creativity principles and self help as it offers the readers tools that could be applicable in work and in play. I have read a lot of books on the principles and structured methods of creativity - this one just seems to sum it up in a very actionable and readable way using interesting examples of where you can use the techniques and real life anecdotes from ?whatif! (the author's innovation consultancy employer) and the author's own life experiences. I think this book will inspire and motivate anyone from 'stuck in a rut dead-end jobbers' looking for a way out, to wannabe creative mavericks (designers, marketers etc.) looking for new tools to wow their clients.