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.
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.
The extraordinary power of ideas, inspired by jesters and sages to make new connections and possibilities … with the elegance of Donna Karan.
The fusion of function and form to give new ideas structure and style … learning from the 'tae kuk' of the new technology star, Samsung.
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.
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.
Seizing discontinuity and disruption, breaking rules and conventions to do things differently … oh, and the sheep, sharks and skull of Damian Hirst.
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.
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.
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.
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 Gü.
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.
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 Zennström.
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.