Today we need to have a more new, fresh, competitive, superior, big, standard–setting, world–class, or as Wayne writes “brighter ideas for business” than ever, in order to keep our industry (advertising) relevant and alive. Wayne’s world of thoughts for finding those high caliber ideas are inspiring. We’ve put some of them into practice, with great success. Wayne’s book cures the fear of the blank page; I wish it came in pocket size. –
Michael Conrad, Vice Chairman, Chief Creative Officer, Leo Burnett Worldwide Inc. (1997–2002)
This is a book for everybody who wants to be more creative but doesn’t know where to start. It’s also for creative people who like the rest of us mortals need to jump–start their engines once in a while. Wayne Lotherington has a special gift for helping people generate big ideas and realize their creative potential. In Flicking Your Creative Switch, he shares some of his proven methods, based on 20 years in leading creative organizations, in simple language, with easy–to–use tools. — Peter Wilken, Partner, The Brand Company, Hong Kong
At last, a powerful look at the ‘how to’ ; of creativity in a way that’s inspiring, witty, and most importantly, actionable. Wayne Lotherington is the new Edward de Bono —Dr. Michael Llewellyn–Williams, Founder & President, BrandMechanics Inc., San Francisco
Nowadays successful businesses must be able to come up with new, breakthrough business ideas on–demand, and must be able to implement them at the speed of ‘e’. Wayne Lotherington offers them the best handbook on creative thinking that I’ve read. It is simple, clear, concise, actionable and inspirational. It will help any business generate better ideas than ever. If you need your business to be more creative, you need to ‘flick your creative switch’ right now. — Chris Jaques, CEO, The Bigthinking Group, UK
A surprising number of people, even in so–called creative industries such as advertising, suffer from the belief that they themselves are not creative. Wayne Lotherington will quickly prove you wrong. This book lays out Wayne’s theory of creative thinking in a simple, easy–to–grasp way. There are numerous exercises to try, and useful tools that you can apply immediately to your daily life. Having attended Wayne’s courses, I can assure any reader that your mind will be bussing with possibilities, and eager to take on new creative challenges. Anyone can be creative. Wayne’s book will give you the courage to try. —Kate Bristow, Director of Strategic Planning, M & C Saatchi, Singapore
