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Introduction.<br /> <br /> "But, I'm Not Creative".<br /> <br /> Don't Buy the Idea Industry's Blather.<br /> <br /> Seek and Ye Shall Find.<br /> <br /> Thomas Edison Was Right.<br /> <br /> What Could You Substitute?<br /> <br /> What Could You Combine?<br /> <br /> What Could You Magnify or Minimize?<br /> <br /> What Else Could It Be?<br /> <br /> What Could You Eliminate?<br /> <br /> What Could You Reverse?<br /> <br /> What Could You Bring Back?<br /> <br /> Generate First, Judge Later.<br /> <br /> One Final Word: Cajones.<br /> <br /> Index.

"...this book is highly entertaining and readable...excellent read-fun and informative...well worth reading and may stimulate a good deal of thought..." (<i>The Marketing Reviewer</i>, Winter 2002)

STEVE RIVKIN, former executive vice president of Trout & Ries, Inc., founded his own marketing consultancy in 1989. His clients include Kraft Foods, Johnson & Johnson, and Tiffany & Co. He is the coauthor with Jack Trout of three books on marketing strategy: Differentiate or Die (Wiley), The Power of Simplicity, and The New Positioning. <p>FRASER SEITEL has been a communications counselor, lecturer, TV commentator, and teacher for thirty years and is a prominent public relations author. His book, The Practice of Public Relations, is the world?s number one textbook, used by more than 300,000 students at 200 colleges and universities. In 2000, PRWeek named Seitel "one of the 100 most distinguished public relations professionals of the century."<br /> Contact the authors at www.IdeaWiseGuys.com</p>

Innovation is easy when you're Ideawise<br /> <br /> "Since marketing is basically a battle of ideas, coming up with a good one is paramount. In that respect, IdeaWise should help you enormously."<br /> -Jack Trout, President, Trout & Partners Ltd.<br /> author of Big Brands, Big Trouble: Lessons Learned the Hard Way<br /> <br /> "Ideas and innovations are sometimes spontaneous, but more commonly they are the product of training and awareness. This practical book tells you how to turn your ideas into gold."<br /> -Richard D. Lamm, three-term Governor of Colorado<br /> <br /> "Ideas are one of the key currencies of marketing. IdeaWise, quite simply, will help marketers, big and small, produce more and better actionable ideas."<br /> -Bill Duggan, Adjunct Associate Professor, New York University, Stern School of Business<br /> <br /> "New ideas are all around us- a very simple (yet universally misunderstood) premise from this refreshingly irreverent and eminently practical guide to the ideation process. IdeaWise is essential reading for today's marketing professional."<br /> -William McDaniel, Director, Public Affairs, ALSTOM Inc.<br /> <br /> "IdeaWise should be required reading for every manager in America. It will save your company thousands of dollars in consultants' fees and help you create a stream of revenue of millions of dollars from the new products and services you will develop."<br /> -Jack McConnell, MD, former Johnson & Johnson executive founder, Volunteers in Medicine Clinic<br /> <br /> "It's very tough for any organization to come up with really new and different ideas that can actually be implemented. This is the first book that actually tells you how to do it-from A to Z."<br /> -Andrew Garvin, President, Find/SVP, Inc.<br /> <br /> "Rivkin and Seitel have written an innovative book, crammed with example after example to get your thinking started."<br /> -John Horty, Chairman, National Council of Community Hospitals

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