Page 24 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

The Indisputable Shift toward Creative Thinking 15

new marketing paradigms, and a whole new client mind-set. David
Lubars, president of Fallon McElligott, says that one of his top priori-
ties is helping his people recognize the new challenges of the ad busi-
ness to bring greater understanding and value to their clients.
The forces outside the advertising business are just as dramatic.
The business planning horizon is no longer measured year to year, and
in many companies even quarter to quarter planning is too long term.
Technology is allowing the leading companies to be more nimble and
helping the followers to keep pace. Strategies that put companies on
top of the heap, like Dell’s “built to order” model, are knocked off
overnight, and competitive edges become dull quicker than the safety
razors at an army boot camp.
To those reading this book who are not in the advertising busi-
ness, know that you will benefit greatly from my in-depth experience
in this blisteringly fast-paced business sector whose principal prod-
uct is ideas.
For those reading this book who are in the heat of the advertising
industry, know that my forays into literally dozens of other business
sectors over the past decade have given me insights into the creative
process that can be leveraged in your idea-intensive business in a big
way every day.

SHARP TOOLS WITH STRONG HANDLES

The secret to the professional development process in this book is the
tools. Through years of exploration and experimentation I have devel-
oped a number of creative thinking processes—Do-It-Yourself Lobot-
omy tools—that over 100,000 people have found to be extremely
effective in helping them short-circuit their default mode of traditional
thinking. These tools enable people to quickly and easily come up with
fresh, exciting ideas whenever they need to. The tools are simple to
learn and easy to use, partly because of their memorable, descriptive
names, such as 100 MPH Thinking, 180° Thinking, Intergalactic
Thinking, and Ask a Better Question.

THE INDISPUTABLE SHIFT TOWARD
CREATIVE THINKING

Einstein said, “Imagination is more important than knowledge.” This
statement has never been more true. High technology is taking away so