Advertising legend Sir John Hegarty (BBH’s co-founder) calls upon 40 years of experience to produce 50 provocative insights into the creative process. Here, he tackles such dilemmas as how to deal with cynics in the workplace and how to cope with fame when your product becomes successful.
What’s right? The guide is short and easy to read, while diagrams add colour to Hegarty’s witty and clear prose. Each topic is anchored under snappy titles such as ideas, money, ego and technology, which makes the content flow easily.
How can this book help my business? Hegarty encourages everyone to believe they can use their imaginations in order to ‘create’. Boldness, fearlessness and curiosity are spurs to creativity and can benefit business.
Verdict Hegarty’s guide to creativity is witty and provocative. His insight and guidelines offer the perfect starting place for those looking to be more creative.