Page 272 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

Index

3M, 28, 130 Bad ideas, 32, 94
60 Minutes, 158 Baldwin, David, 64
100 MPH Thinking, 73, 179, 180, 201, 202, Barriers to creativity, 217
219. See also Tools Beatles, the, 124, 125, 200, 219
definition of, 90 Before & After, Inc., 14
how to use, 97 clients, partial list, 10, 14
in selling, 170 services of, 259
180º Thinking 73, 201, 203, 219. See also Bernbach, Bill, 124
Tools Bibliography (sort of), 224
definition of, 99–100 Biographies, as source of inspiration, 224
example, Arkwear, 81 Bite Me Live Bait brand, 81
example, Budweiser, 79 Boston Red Sox, 228
example, EDS, 92 Bottom Up Marketing (Ries and Trout), 152
examples, other, 51, 53, 104, 138 Box:
how to use, 103 definition of, 108
in selling, 170 limiting effects of, 108
180º wedding, 236, 260 thinking outside, 107
Brainstorming, 163, 206
Acceptable range: distillation, 213
redefining, 160 do’s and don’ts, 208
in selling, 183 solo, 128
Accidental genius, 147 Brown, Jerry, 125
Active mind, 24, 201, 202 Budweiser, 79
AdAge, 13, 82 Burnett, Mark, 158
Advertising, 38, 168 Byrne, David, 43
Adweek, 13
Aids to creativity, 141 Cahn, Sammy, 105
Allen, Steve, 144, 148 Capital One, 157
Ally & Gargano, 225 Case histories, mini. See Lobotomy Files
Alzheimer's, nun study on, 24 CBS, 158
Amica Companies, The, 53 Change, 10, 57, 242, 249
Anheuser-Busch, 79 as fundamental to creativity, 57
Apple Computer, 13 resistance to, 18, 60
creative advertising, 50 Chaos, 215
iMac, 7 Cheat Notes, 26
Arista Records, 67 Chiat/Day, 226
Aristotle, quote, 228 Chopra, Deepak, quote, 42
Arkwear, 81 CNBC, 23
Armstrong, Louis, 229 Colgate-Palmolive, 80
Artistic talent versus creativity, 62 Collaborate with Genius, 121. See also Tools
Ask a Better Question, 73, 201. See also Tools example, 125
benefits, 83 how to, 123
examples, 81, 82 Communication Arts, 14, 174, 226
exercise, 75–76 Conceptual Solitaire, 128. See also Tools
how to, 84 Consequences of a bad idea, 32
in selling, 170 Cooper, Al, 148
Ask the Question Early, 87. See also Tools Copernicus, 124
Assessment, Creative ForceField, 6, 251 Coyne, Dick, 226
AT&T, 73 Crafter creative thinking type, 188, 191
Attachment, 18, 221 Creative Camp, 160, 259