Ian Atkinson is Creative Director at Tangible, a successful integrated agency, and a copywriter by background. He had written two other books: The FT Essential Guide to Business Writing and Copy Righter.  He gives talks on creativity and runs workshops on creative problem solving for clients such as Barclays, Dyson, HBOS and National Geographic, plus charities including Guide Dogs, Oxfam, Shelter and The Red Cross.

• About the author IntroductionProblem solving solved  Part I   INSIGHTIntroduction Where your brain is going wrong  Part II INNOVATIONIntroduction i. Think biggerii. Think like anotheriii. Be contraryiv. Be constrainedv. Choice architecturevi. Old + old = newvii. Reverse engineeringviii. Sidestep the issue ix. Random insertionx. Interrogate and extrapolatexi. Solve something simplerxii. Combine and redefine  Part III    INSPIRATION Introduction 1.    Preparation 2.    Generation 3.    Development 4.    Implementation  In conclustion: a better answerRecommended reading Index

Hugely practical, gives you powerful new ways to think… a godsend for cracking business challengesDean Lamble, Managing Director, SunLife  Gets my vote for the most compelling business book of the last decade… a real game-changer.Jason Longley, Head of Business Development at ACE  Everyone who’s serious about taking their business forward should read this book.Paul Handley, Strategy Partner, Tangible

Ian Atkinson is Creative Director at Tangible, a successful integrated agency, and a copywriter by background. He had written two other books: The FT Essential Guide to Business Writing and Copy Righter.  He gives talks on creativity and runs workshops on creative problem solving for clients such as Barclays, Dyson, HBOS and National Geographic, plus charities including Guide Dogs, Oxfam, Shelter and The Red Cross.

• About the author IntroductionProblem solving solved  Part I   INSIGHTIntroduction Where your brain is going wrong  Part II INNOVATIONIntroduction i. Think biggerii. Think like anotheriii. Be contraryiv. Be constrainedv. Choice architecturevi. Old + old = newvii. Reverse engineeringviii. Sidestep the issue ix. Random insertionx. Interrogate and extrapolatexi. Solve something simplerxii. Combine and redefine  Part III    INSPIRATION Introduction 1.    Preparation 2.    Generation 3.    Development 4.    Implementation  In conclustion: a better answerRecommended reading Index

Hugely practical, gives you powerful new ways to think… a godsend for cracking business challengesDean Lamble, Managing Director, SunLife  Gets my vote for the most compelling business book of the last decade… a real game-changer.Jason Longley, Head of Business Development at ACE  Everyone who’s serious about taking their business forward should read this book.Paul Handley, Strategy Partner, Tangible

Ian Atkinson is Creative Director at Tangible, a successful integrated agency, and a copywriter by background. He had written two other books: The FT Essential Guide to Business Writing and Copy Righter.  He gives talks on creativity and runs workshops on creative problem solving for clients such as Barclays, Dyson, HBOS and National Geographic, plus charities including Guide Dogs, Oxfam, Shelter and The Red Cross.

• About the author IntroductionProblem solving solved  Part I   INSIGHTIntroduction Where your brain is going wrong  Part II INNOVATIONIntroduction i. Think biggerii. Think like anotheriii. Be contraryiv. Be constrainedv. Choice architecturevi. Old + old = newvii. Reverse engineeringviii. Sidestep the issue ix. Random insertionx. Interrogate and extrapolatexi. Solve something simplerxii. Combine and redefine  Part III    INSPIRATION Introduction 1.    Preparation 2.    Generation 3.    Development 4.    Implementation  In conclustion: a better answerRecommended reading Index

Hugely practical, gives you powerful new ways to think… a godsend for cracking business challengesDean Lamble, Managing Director, SunLife  Gets my vote for the most compelling business book of the last decade… a real game-changer.Jason Longley, Head of Business Development at ACE  Everyone who’s serious about taking their business forward should read this book.Paul Handley, Strategy Partner, Tangible