Future back. 1 Leonardo da Vinci Inspired by his relentless curiosity and perspective, what are the creative talents that enable you to think differently, better and deeper, to create a better future? 2 Time and space Exploring the future world, through time travel and whitespaces to find the best opportunities ? with the spaceships and stardust of Virgin Galactic. 3 Creative minds New thinking for work and life, where ideas are the new currency of success ? as demonstrated by Nintendo's ultimate game designer, Shigeru Miyamoto. 4 World changing Seismic shifts that are transforming your markets, invisible but with immense implications ? like the new vision for India of Aravind Eye Care. 5 Whitespaces Women and the elderly, genetics and water, networks and 50 billion devices ? the big opportunities that demand the creative animation of Pixar. 6 Future back Start with the impossible, then work out how to make it possible with more dramatic results ? like Nobel prize-winning entrepreneur Muhammad Yunus. 7 Creativity The extraordinary power of ideas, inspired by jesters and sages to make new connections and possibilities ? with the elegance of Donna Karan. 8 Design The fusion of function and form to give new ideas structure and style ? learning from the 'tae kuk' of the new technology star, Samsung. 9 Innovation Making the best ideas happen successfully, and ultimately make life better for people ? with sand dune-running, cyclone-powered James Dyson. 10 Creative genius Welcome to 'the Genius Lab', where inspiration meets perspiration, and how this book can help ? plus the reality distortion field of Steve Jobs. The ideas factory. 11 Getting started The 'fuzzy front-end' of problems and opportunities, dreams and napkin diagrams ? and the 'grande fromage' of the creative world, Philippe Starck. 12 Seeing things differently Ideas and imagination achieved through different worldviews, and by simply getting out there ? seeing the bigger picture like Tim Berners-Lee. 13 Patterns and paradox Making sense of the uncertain futures, through pattern recognition and paradox resolution ? where the future is a little robot, the Honda ASIMO. 14 Future scenarios Building visions of alternative futures that stretch your vision and sharpen your decision-making ? with rocket scientist to the stars, Burt Rutan. 15 Deep diving Immersing yourself in the customer world, through intuition and deep diving to understand more ? like a day in Mumbai with Ratan Tata. 16 Crowdsourcing Harnessing the power of people, because many are smarter than few ? creating the wonderful user-generated T-shirts of Threadless. 17 Extremes and parallels Finding the deviants and border-crossers, in the margins not the mainstream, and even the Masai Mara ? with the distinctive twist of Paul Smith. 18 Rule-breakers Seizing discontinuity and disruption, breaking rules and conventions to do things differently ? oh, and the sheep, sharks and skull of Damian Hirst. 19 Ideation Igniting the power of ideas and hypotheses to stretch, challenge and imagine better solutions ? with the enlightened teamwork of IDEO. 20 The ideas toolkit Five essential tools to generate better ideas ? to stretch thinking from the future back, and bring together ideas from different perspectives. The design studio. 21 Design thinking Design as a mindset for the creative business, one that creates, shapes and communicates ideas ? like the real man of Apple, Jonathan Ive. 22 Context reframing Finding your bigger idea by changing the frame of reference by which ideas are perceived ? like when graffiti becomes artwork with Banksy. 23 Co-creation Creativity that unlocks the power of customer 'ubuntu' to develop more relevant solutions ? with the push to pull of Procter & Gamble. 24 Creative partners Collaboration that exploits open innovation and ideas exchanges with the spirit of 'Koinonia' ? and the enduring magic of Disney. 25 Experimentation Prototypes and simulations, accelerating time to market with 'test learn test' ? and the molecular gastronomy of the world?s best restaurant, El Bulli. 26 Concept fusions Connecting ideas to create better solutions, and articulating the concepts that will make life better ? inspired by the huge sculptures of Anish Kapoor. 27 Simplicity Beauty, say the scientists, is in the simplicity of complexity. And so it is in the real world ? with the eight laws of digital artist John Maeda. 28 Experience design Experiences add theatre and passion to products and services, they do more for people ? as Frank Gehry did for the Guggenheim Bilbao. 29 Evaluating concepts Which are the winning designs? How to evaluate ideas that have no history and so numbers are not enough ? and the winning formula of Alessi. 30 The design toolkit Five essential tools to design better concepts ? the practical steps to turn creative ideas into winning concepts. The impact zone. 31 Launch pads Accelerating new ideas to market, using the diffusion of innovation, whilst ensuring you cross the chasm ? and taste the amazing chocolate pots of Gu. 32 Creative scripts Selling ideas through storytelling, learning from the hype and hysteria of Apple launches ? and the ?just do it? advertising of Wieden & Kennedy. 33 Profit models Making sure ideas make money through innovative business models and effective pricing strategies ? with the commercial flair of Giorgio Armani. 34 Brand propositions Making ideas relevant and distinctive through propositions that focus on the key benefits to customers ? like the sports cars that care, from Tesla. 35 Contagious ideas Capturing the memes and viruses that make ideas spread, whilst overcoming the 'hype curve' ? like rockstar with more ideas, Dave Stewart. 36 Market shaping Winning in the vortex of fast-changing markets through continuous in-market innovation ? with the relentless persistence of Zaha Hadid. 37 Protecting ideas Copyrights, trademarks and patents that become your most valuable assets in a creative world ? and the new entertainment world of Live Nation. 38 Going further Reaching out to adjacent markets though licensing and franchising to do more with your creative assets ? like Ed Hardy revolutionary Christian Audigier. 39 Delivering results Harnessing the value drivers and performance metrics to ensure that innovation delivers profitable growth ? with the creative rigour of Whirlpool. 40 The impact toolkit Five essential tools to ensure that the best ideas have the most impact in their markets ? and to sustain their success over time. Now forward. 41 Creative leaders Recreating the Medici effect, the ability to support and connect people and partners for extraordinary results ? and the oriental fashion of Shanghai Tang. 42 Innovation strategy Ensuring that ideas drive profitable growth through alignment of business and innovation ? as demonstrated by 'design for business' at Lego. 43 Creative culture Hotspots and happiness in the innovative organization that embraces change and imagination every day ? recreating 'the spirit of Enzo' at Ferrari. 44 Innovative processes New product development that learns from the stage gates of NASA to become open and networked ? and reinventing innovation at 3M. 45 Creative people Visionaries, border crossers and game changers. How to ignite the power of creative people ? and create fireworks like Cai Guo-Qiang. 46 Innovation ventures Ventures and incubators that make ideas happen faster inside and outside your business ? and Silicon Valley's most connected entrepreneur, Reid Hoffman. 47 Creative networks The creativity of people and places and how creative companies come together to create better ideas ? like the InnovationJams of IBM. 48 Managing innovation Managing the people, projects and portfolios that make the best innovations happen time after time ? and life in the Googleplex with Google. 49 Game changing Creative revolutions and the ?X Prizes? that deliver breakthroughs that normal processes can?t ? and the relentless innovator, Niklas Zennstroem. 50 Now forward So what will you do today? How to make your own ideas happen and find your edge in the changing world ? here's to the crazy ones. Appendix 1 Creative resources. Appendix 2 About the book. Index.
Peter Fisk (Middlesex, UK) is an experienced strategist and marketer who has spent many years working with companies such as American Express, British Airways, Coca-Cola, and Microsoft. He is an inspiring and popular speaker on marketing subjects.
'... filled with facts and stories...serves as a perfect addition to the well-rounded businessperson's library of knowledge.' (LeadershipExpert.co.uk, April 2011). ' Those who say you shouldn't judge a book by its cover have obviously not yet come across a nice one. This is a lovely example'. (Management Today, May 2011). ' The book stimulates thinking about options and opportunities for your business challenges in new and different ways.' (Business Executive, May 2011). '...more than anything, Fisk wants to inspire you to begin being innovative to find your edge, to stay crazy and be a little more like the best ad industry creatives every day' (Admap, January 2013)