About the book: 2020 / Dave Birss, who headed the creative departments of the best advertising agencies in the UK (Poke, OgilvyOne and McCann Worldgroup), presents an effective tool that helps generate the best ideas, optimizing all available mental resources for this. “Have you ever experienced a creative crisis? Are you upset that you can't come up with a better idea? Are you worried about the lack of effective innovation in your company? Or the fact that employees constantly come up with the same predictable ideas? This book is written for anyone and everyone - regardless of educational level, position held in any company, working in any industry, as well as for those who bravely plow their own creative field. At the end of each chapter I provide a practice exercise. That being said, rather than focusing on creativity, I prefer to focus on ideas. After all, they are the end result. Creativity is just the way to get them.” (Dave Birss)