The practical lessons in how to reach great ideas are based on several sciences, including neuroscience, psychology, and behavioral economics. This book by former Ogilvy One creative director Dave Birss offers a brilliant new system for developing original and valuable ideas. It explores framing problems, driving your thinking to solutions, selling the idea, and building support for it. It also inspires others to have great ideas like yours.

This book proves that any organization or department can become a fertile environment for ideas. The author combines a research-based practical system with great insights, inspiring writing, and humor. Accompanying the book is a correct problem-solving system, showing institutions how to generate the most effective ideas based on sound thinking.

It exposes misconceptions and is based on a smart system for creating both simple and complex ideas. It reflects the habits of great thinkers and helps you reach the root of problems while driving you towards creative thinking. Finally, the author explains why some people find exciting ideas more easily than others and most importantly, shows you how you can better reach unique ideas most of the time.