Pt. 1 Creativity In Unusual Places -- Calling The Play -- When The Problem Is The Opportunity -- Move The Problem Up The List -- Killing Two Birds With One Stoner -- Two Minuses Can Make A Plus -- History Is The Future -- Make Fear Your Friend -- The Trick Is The Treat -- The Predatory Algorithm -- If You Can't Stop It, Steer It -- Sniffing Out The Problem -- Pt. 2 Creative Communication -- Play The Hand You're Dealt -- The Naked Truth -- Reality Is Inside Out -- Our Job Isn't A Summary -- Compared To Watt? -- Have It Crop Up As An Opportunity -- Common Sense Beats Brains -- Who Owns Language? -- Brexit And Behavioural Economics -- Pt. 3 Creative Impact -- Who's A Naughty Boy Then? -- Show Don't Tell -- Unfriendly Fire -- The Wrong Criterion -- Reason Is Emotion -- Advertising Is Bollocks -- Because You're Worth It -- Real Disruption Is Uncomfortable -- Creative Thinking In Space -- A Kernel Of Truth -- Simple Is Harder Than Complicated -- Pt. 4 Practical Creativity -- Triage Thinking -- Pareto With Fries -- Problems Are There To Be Solved -- The Answer Is, It Depends -- Suck On That -- Losers Versus Winners -- Change The Game -- You Can't Change Things Without Changing Them -- Data Can't Think -- Thinking On The Fly -- Why Dressing Up Is Important -- Just Score One Goal -- Miss Shilling's Orifice -- When Marketing Is Creativity -- Pt. 5 Creative Surprises -- Backfire -- Boys With Toys -- Hold On A Minute -- Creativity Takes Guts -- A Creative Disaster -- Jesus H. Christ -- The Power Of Ignorance -- Data Is A Burning Issue -- Water Bomb -- The Chairman's Wife Syndrome -- Pt. 6 Creative Illusions -- Unrequited Love -- We Must Be Seen To Be Seen -- Going Apeshit -- Where Are Our Manners? -- When It's Insane To Be Sane -- Clue Tip -- The Not-So-Great Train Robbery -- Strategy Is Sacrifice -- Winning By A Whisker -- Pt. 7 Creativity In Real Life -- Placebo Advertising -- Up The Wall -- What Are The Odds? -- Losing Your Marbles -- How Advertising Goes Viral -- Simple Doesn't Lie -- Fun Beats Data -- Idiot's Guide To Technology -- It's All Down To Heuristics, Guv -- I Only Want To Play If I Win.

Creativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are. In this entertaining collection of real-life stories, Dave Trott applies his crystal clear lens to define what genuine creative vision looks like. It is problem solving, clarity of thought, seeing what others do not see, and removing complexity to make things as simple as you can. The timeless lessons revealed here can be applied in advertising, business and throughout everyday life. By seeing things differently, you can think differently, and change the world around you.