The Do It Yourself Lobotomy: Open Your Mind to Greater Creative Thinking

ISBN-13: 9780471417422 / Angielski / Twarda / 2002 / 272 str.

Tom Monahan

Opis

An Adweek Book
Master the techniques that top companies use to spark creativity
In today's business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy. Creative leader of advertising Tom Monahan offers a fresh look at the subject, providing hard and fast methods for freeing the mind and inspiring active creativity in oneself and others. His 180-degree Thinking(TM), 100 MPH Method, and other techniques he employs in his creative consulting practice are easy-to-use strategies for unleashing new ideas and facilitating creative product development, advertising, and marketing plans. This book has the added benefit of Monahan's experience of using these methods at A-list client companies.

Spis treści

PART I: WHAT DO GREAT IDEAS DO?

Introduction.

How This Book Works.

The Rewards of a Great Idea.

The Consequences of a Bad Idea.

1. The First Real Chapter (Finally!).

PART II: UNDERSTANDING AND DEMYSTIFYING CREATIVITY.

2. Creativity = Problem Solving.

3. Change Your Thinking about Change.

4. Creativity versus Talent.

PART III: TOOLS FOR THE JOB OF THINKING CREATIVELY.

5. Ask a Better Question.

6. Ask the Question Early.

7. 100 MPH Thinking: Thinking at the Speed of Enlightenment.

8. 180¯o Thinking: A Tnereffid Way to Ideate.

9. Intergalactic Thinking.

10. Collaborate with Genius.

11. Conceptual Solitaire.

12. How to Put These Tools to Work.

PART IV: DIMENSIONALIZING YOUR NEW CREATIVE TOOLS.

13. Aids to Creativity.

14. Accidental Genius.

15. Stop Making Sense.

16. Redefining the Acceptable Range.

17. Selling Creative Ideas Requires Its Own Creativity.

18. Mind Farming.

19. Storming the Brain.

20. The Five Greatest Barriers to Creativity.

21. The Real Bibliography.

22. Proceed with Passion.

Afterword.

Appendix.

Acknowledgments.

Index.

O autorze

TOM MONAHAN, cofounder and former creative director of award–winning advertising agency Leonard/Monahan, is now President and Head Creativity Coach of Before and After, Inc., a leader in the field of applied creativity in business. His clients include AT&T, VIACOM, ABC Sports, The Wall Street Journal, McDonald′s, Texas Instruments, Sears, and many others. Monahan is also a regular contributor to Communication Arts magazine. For more information please visit www.Do–It–YourselfLobotomy.com

Blurb

Praise for the Do–It–Yourself Lobotomy

"Here, at last, is the perfect book for anyone passionate about becoming a better creative thinker. Tom Monahan′s thinking methods make it fun, simple, and easy to discover new and better ways of generating bigger and fresher creative ideas. It′s like running away with the circus."
– Roberto Wilson, Creative Director, Advertising and Graphic Design, Cirque du Soleil

"Tom Monahan′s techniques for creative problem solving are simple and memorable. Whether you′re brainstorming solo or in a group, these exercises will help you move quickly and productively toward innovative solutions."
– Eric Erickson, Director, Creative Services, Target

"You′ve heard the saying: If you always do what you always did, you always get what you always got. After a day with Tom Monahan or this book . . . you won′t think like you always thought, and you′ll get something better than you always got!"
– Mike Ricciuto, Director, Global Communications, DuPont Agriculture and Nutrition

"The future of business will be led by people searching for new ideas. This book can help anyone think more creatively."
– Lee Clow, Chairman and Worldwide Creative Director, TBWA ChiatDay

"Tom Monahan jiggles your brain loose. He reorganizes the stumbling blocks of creativity into building blocks that equip everybody to be architects of innovation."
– Roy M. Spence, Jr., Founder and President, GSD&M