Neil Pavitt has over 25 years' experience as an award winning Creative Director and Writer in advertising and television working for companies like Saatchi & Saatchi and Sky. He is the founder of Lightbulb Consultancy, who specialise in demystifying the creative process for clients such as Lloyds Bank, AstraZeneca and Goldman Sachs.

Introduction Part 1: Thinking Smarter 1. Let your body do the talking 2. Be kinder, be happier 3. Reward upfront 4. Make a better impression 5. Exercise more to make your brain run better 6. Change your memories 7. Be more musical 8. Don t get labelled 9. See things differently Part 2: Getting Started 10. Watch cat videos 11. Make a done list 12. Don t be biased 13. Practice with purpose 14. Stop moaning 15. Don t get stressed 16. Make fewer decisions 17. Count the days, minutes and hours 18. Look on the bright side Part 3: Problem Solving 19. Take a break 20. Just start 21. Take away the context 22. Keep asking why 23. Sleep well 24. Be more sarcastic 25. Take notes 26. Notice your mistakes 27. Write by hand Part 4: Idea Generation 28. Map it out 29. Run a brain marathon 30. Do something different 31. Don t try to have good ideas 32. Think like a child 33. Don t finish 34. Take part in name calling 35. Stay focused 36. Work messy Part 5: Breaking through and innovating 37. Enjoy being blocked 38. Think like Goldilocks 39. Take a walk, have a shower 40. Switch off 41. Think when you re tired 42. Just say it 43. Give it the overnight test 44. Plan a pre-mortem 45. Make a story of it References Image credits About the Author Acknowledgements