How to do Better Creative Work ePub eBook

Introduction

Does the world need another book about creative work?

Before Tim Patten, Martin Troughton and I set up shop, we asked ourselves this question: ‘Does the world need another agency?’ This helped concentrate our minds and led us to a positioning that proved pretty potent (and to us introducing the term ‘brand response’ into the marketing lexicon).

Before I wrote this book, I went through a similar exercise and asked ‘Does the world need another book on creativity?’ It was a lot easier to answer than the original question.

First, there aren’t that many books on the ‘how to’ aspect of doing better creative work. Moreover, few have been written by someone who’s spent the last 20 years trying, with a modicum of success, to actually do ‘better ...