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雷达卡
by Dave Birss (Author)
About the Author
Dave Birss spent 20 years as an advertising creative, coming up with ideas for many of the world's biggest brands. Along the way, he led the creative departments of a number of the UK's top agencies, including Poke, OgilvyOne, and McCann Worldgroup, winning many awards along the way.
This experience led to him becoming the Editor at Large for The Drum Magazine. Since then he's taught at universities and organizations all over the world. He's the author of A User Guide to the Creative Mind, a handbook for creative thinking that's recommended reading on many of the world's top advertising courses.
He's the founder and editor of the online magazine OpenForIdeas.org, where he's collecting the best thinking on every stage of the creative process for business. He's also the brains behind RIGHT THINKING, a system for generating effective ideas. He's currently working with companies around the world to help them use the system to improve their thinking.
About this book
The highly practical lessons in HOW TO GET TO GREAT IDEAS are based on neuroscience,psychology, and behavioral economics. Written by the former Creative Director of OgilvyOne, Dave Birss, this book offers a brilliant new system for conceiving original and valuable ideas. It looks at how to frame the problem, how to push your thinking, how to sell the idea and build support for it, and how to inspire others to have great ideas. It proves that any organization - and any department within an organization - can become a fertile environment for ideas.
Combining a practical research-based system with fascinating insights and inspiring and humorous writing,the book is also accompanied by the problem-solving system RIGHT THINKING. This is a tool that shows organizations a more effective way to generate more effective ideas and is based on the thinking in the book. This is available online and in person from the author.
Brief contents
Part 1: Reimagining Creativity
Clarifying creativity: Trying not to use the “c” word
The evolution of creative thought: The journey from beast to Bach
Inside the mind: Understanding your ideas machine
Divergence: Don’t be normal, be valuable
Drive: Lighting a fire in your soul
Part 2: Creative Structure
The RIGHT process: Mapping the route to a great idea
Developing the skills: Creativity isn’t just one thing
Part 3: Individual Creativity
Get to know yourself: Let’s find your creative mojo
Shaping your mind: Fill your brain with good stuff
Part 4: Corporate Creativity
Idea killers: Can companies really be creative?
Managing for ideas: Leading minds to where the best ideas are
Into the Unknown: Time to switch off the corporate SatNav
Introduction
Endnotes
Pages: 240
Publisher: Nicholas Brealey (April 2, 2019)
Language: English
ISBN-10: 1473692148
ISBN-13: 978-1473692145
Nicholas__How to Get to Great Ideas.epub
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