{"product_id":"9780857199881-crossover-creativity","title":"Crossover Creativity","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eReal-life stories about where creativity comes from\u003cbr\u003e\u003cp\u003eIdeas don't come from nothing. They come from what is already inside people’s brains.\u003cbr\u003e\u003cbr\u003eAnd so it’s not true to say that people have ideas. \u003cbr\u003e\u003cbr\u003e\u003cbr\u003eIn fact, ideas have people.\u003c\/p\u003e\n\u003cbr\u003e\u003cp\u003eIdeas don't just happen, they don't spring from nowhere.\u003cbr\u003e\u003cbr\u003eIdeas come to life from everything that's already inside our brains.\u003cbr\u003e\u003cbr\u003eBecause new ideas are actually a new reaction between existing ideas. \u003cbr\u003e\u003cbr\u003eThis means creativity is about finding ways to put unrelated, disconnected things together.\u003cbr\u003e\u003cbr\u003eWhen two unrelated things come together, something new springs into existence, they form a third thing, and that becomes a new idea.\u003cbr\u003e\u003cbr\u003eThat's \u003ci\u003eCrossover Creativity\u003c\/i\u003e.\u003cbr\u003e\u003cbr\u003eThe more you read, watch, observe and consume, the more fuel for ideas you have in your brain, the more crossover creativity will happen for you.\u003cbr\u003e\u003cbr\u003eIn this latest collection of stories about creativity in real-life situations, Dave Trott presents examples of crossover creativity in action – as a guide for those who have to generate ideas in advertising, business, sport, or anywhere in the wider world.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":40686754431073,"sku":"9780857199881","price":12.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_27068620.jpg?v=1721467020","url":"https:\/\/www.rarewaves.com\/products\/9780857199881-crossover-creativity","provider":"Rarewaves.com","version":"1.0","type":"link"}