• ISBN13: 9788126940769
• Binding: Paperback
• Subject: General Books
• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint: N/A
• Publication Date: September 27, 2023
• Pages: 266
• Original Price: INR 595.0
• Language: English
• Edition: N/A
• Item Weight: 220 grams

I once tried to eat porridge with my mother's hairbrush. It wasn't a great idea, but it was a creative new choice. And it could be great for pasta lovers who have trouble winding the pasta around their forks. Welcome to the imagination elevator that will take you to the 998th floor of the 55 floor building! Confused ? Don't be. Because everything can have many alternatives, an infinite number—you need to only imagine them. And this book will help you do precisely that. The book breaks the conventional definition of creativity—a skill that is unorthodox, new, or that which cannot be taught. Instead, the authors argue that creativity, like a hero, is largely made and not born. The technique they prescribe is simple; its scope, fantastic!

Arie Ruttenberg, is a co-founder of Israel's largest advertising agency, McCann Erickson Ltd. Shlomo Maital, is Senior Research Fellow at the Samuel Neaman Institute for Advanced Studies, Technion and Professor (Emeritus) at Technion—Israel Institute of Technology, Haifa, Israel.