How to Create an Idea If You Are Not Ogilvy

Why are recommendations like «Think outside the box!», «Go around», «Think Different!» the real killers of creative thought?

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What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person?

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What is the ideal product and how does it help to sell the real product?

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What is a powerful approach ad people can borrow from physicists and children?

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Why is the trial-and-error method a sure way to waste intellectual resources?

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How do you force competitors to advertise your services?

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What is functional blindness and how does it reduce human creativity?

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How can you compel a banker to pay you 10 times more for your job?

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Why does a true ad man constantly feel like a loser?

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How does a poetry reading improve response on copywriting?

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Which useful insights can an advertiser learn from a taxi driver?

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How has symmetry prevented seeing the obvious solution during seven decades?

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Which tool is the favorite among advertising men of all countries, times, and nationalities?

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Alexey Ivanov, one of the best &apos;advertising men&apos; and copywriters in Russia, gives convincing answers and provides fresh new insights.