By the way: You can find many more hand-picked reading recommendations in our section Editorial book tips.
Creativity - Learning by doing
This makes the reader, who considered himself completely uncreative, right in the middle of the creative process. A book that is fun, refined and always surprised the reader with many crazy ideas.
Because "Denkmuster" is an unusual, surprising book on almost every page about creativity and brainstorming.
Crafted work and reading book for creative thinking
"It does not talk about creativity, it is creative," the authors remark in the introduction. This applies to the content and presentation.
A brightly colored book full of sketches, photos and screenshots, plus crisp texts, interviews, slogans and quotes about the art of creative thought and action.
Get out of the routine
With the multitude of different image formats and scripts, Brügger and Scherer clarify the core of the joint creative workshop unmistakably: Get out of the routine, if you want to be creative.
"Trying out, collecting, writing, painting, sketching, speaking, everything is allowed and required before it comes to rejecting or selecting ideas."
Write, paint, sketch
The authors promise at the beginning that “creativity” is not a qualification for high-paying advertising professionals. Everyone can be creative (“trainable”), because there are countless ways and forms to / from creativity.
“Think engine” depicts many of them in interviews. Copywriters, managers, product developers and a “sugar artist” describe their personal experiences with creativity and working under pressure.
Suction and ejection
The central theme in the squeaky-colored artwork is the four classic phases of creative work. In the first part “suction” the authors explain what creativity means (“learning in variants”) and why the first draft is rarely the best. Every good idea has alternatives that it must assert itself against.
Only a bad one has none. The second chapter “Compacting” deals with the question under which conditions and in which places creativity can thrive. “Ignite” explains the most important creativity techniques such as stimulus word analysis or brainwriting.
From the flowering to the rampau
Finally, “Eject” is about implementation. How do I convince partners and customers? How do ideas become new products?
Brügger and Scherer provide practical examples of this - and encourage you to become “the ramp sow” for your best ideas.
A wonderful book. Clever and useful, visually playful and precisely textual, “Think Engine” shows how creativity works.
Whoever buys and reads the book will always like to take it.
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