How to catch the big idea: the strategies of the top-creatives
By, Langwost, Ralf
Publisher: Wiley-VCH
Class No.: 658.4012 LAN
Accession No.: 012757
Year: 2004
Pages: 294 p.

Of the week: 23rd June to 28th June 2008

A must read for anyone in the creative business is ‘How to Catch the Big Idea’ by Ralf Langwost and John Hegarty. The book explains that great ideas are not just coincidental but the result of a consequently managed creative process that guarantees an added-value (the ‘net’ reference). This is demonstrated through interviews with 77 top creatives from around the world (e.g. John Hegarty, Dan Wieden, Jeff Goodby Ted Sann) and what they have in common in their work. Through their insights, the book shows how to steer, evaluate and manage the energy of the idea confidently throughout the creative process. In the end, the question is not who is creative, but how can you be more creative, faster, more precisely and with more ease.

Its essential reading but it’s also a lot of reading. So, for my fellow time-challenged agency people out there, I’ve summarized the thoughts and philosophies into five chapters: Process, The Brief, Information, Strategy and Ideas. Over the next several weeks, I’ll be uploading a new chapter (in the aforementioned order) for you to review, challenge and adapt to your own creative process.