Chasing the Monster Idea

The latest from the author of the bestselling Caffeine forthe Creative MindHow do you develop solutions that rock? Ones that surpass theirinitial purpose and grab an industry by its throat, turn interestedparties into concept evangelists, and influence behaviors and alterperceptions? Read Chasing the Idea Monster and find out.This fun and insightful book sorts out the hallmarks of amonstrous idea by providing the author's "idea measurement" toolsin the form of seven primary questions to gauge the potential ofany idea. These seven questions are supported by real-worldexamples of ideas that succeeded in winning over their audience, aswell as those that ignored the measurement and failedmiserably.* Features warnings and anecdotes from some of the world's mostprominent creatives, marketing teams, and businessprofessionals* A proven method for determining if an idea will be a "bigidea," or else will die a painful death* Author is a respected industry expert whose Caffeine for theCreative Mind successfully reached an audience both in thecreative community and beyondWant to get a better sense of what makes a successful idea, andhow yours measures up? Start Chasing the Idea Monster andscoring big creative wins today!

"I have an idea.""Does it evoke an emotional response?""Does it create an experience?""Does it entertain?""Is it novel?""Is it authentic?""Does it tell a story?""Does it scare you?"The Aftermath.Acknowledgments.Notes.Index