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About the author Introduction Problem solving solved Part I INSIGHT Introduction Where your brain is going wrong Part II INNOVATION Introduction i. Think bigger ii. Think like another iii. Be contrary iv. Be constrained v. Choice architecture vi. Old + old = new vii. Reverse engineering viii. Sidestep the issue ix. Random insertion x. Interrogate and extrapolate xi. Solve something simpler xii. Combine and redefine Part III INSPIRATION Introduction 1. Preparation 2. Generation 3. Development 4. Implementation In conclustion: a better answer Recommended reading Index
YOUR DEFINITIVE TOOLKIT TO HELP SOLVE ANY BUSINESS PROBLEM
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.
Hugely practical, gives you powerful new ways to think... a godsend for cracking business challenges Dean 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
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