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contents

Publisher’s acknowledgements / xii ix
Authors’ acknowledgements / xiii
Introduction / xv

chapter 1 the importance of developing strong ideas / 1

• James Dyson – using the idea development process to clean
up / 2

• demystifying the idea development process / 5
• slaying the myth that entrepreneurs are born, not

made / 9
• the four steps in the idea development process / 12
• and another thing: benefits of the idea development

process / 18
• call in the cavalry or do it yourself? / 25
• Sir Clive Sinclair and the C5 – the perils of a flawed process

of idea development / 26

chapter 2 applying creativity to the idea development
process / 29

• Phil Knight and Nike – combining logic and intuition into
record-breaking success / 30

• why is creativity a must? / 33
• reconnect with your creativity / 37
• creativity and the idea development process / 41
• mastering whole-brain thinking / 43
• Ingvar Kamprad – using logic and intuition to break the

mould with IKEA / 52