Book Review

Prepared By-
Aashish Hande – 02
Atul Raut – 12
Chetan Sapariya – 17
Darshana Tendulkar – 18
Deven Prajapati – 19
Dhaval Ved - 20
Dinshah Anklesvaria – 22
Imran Pettiwala – 32
Kunal Yadav – 42
Mohd. Irfan Rizvi – 52
 Steve Rivkin
Born on 13th January, 1947 in Freeport, New York
Son of a pharmacist
A marketing and communication consultant
An author and a great speaker
His firm creates new names for companies and brands
Co-authored many business & marketing strategy books:
 Differentiate or Die
 The Making of the Name
 The Power of Simplicity
 The New Positioning
 Fraser Seitel
An American public relations consultant
An author
President of Emerald Partners- A communication
management firm
An adjunct instructor at New York University
School of Continuing and Professional Studies
Written many books on public relations:
The Practice of Public Relations
Ideawise
 Recommendation
Mr. David Rockfeller
– Former Chairman & CEO The Chase Manhattan Bank
"Humorous, insightful and provocative are only a few
of the words to describe this book”
Lead by example of his own bank

Mr. Jack McConnell

-Former Johnson & Johnson executive, MD
"IdeaWise should be required reading for every
manager in America”
 Chapter List
 "But, I'm Not Creative" 
 Don't Buy the Idea Industry's Blather
 Seek and Ye Shall Find
 Thomas Edison Was Right
 What Could You Substitute?
 What Could You Combine?
 What Could You Magnify Or Minimize?
 What Else Could It Be?
 What Could You Eliminate?
 What Could You Reverse?
 What Could You Bring Back?
 Generate First, Judge Later
 One Final Word: Cojones
 Idea behind IdeaWise
The myth about the very existence of creativity

Why we need creativity?

 The real goal of any idea is to solve problem

Ideas and innovation exists, what one needs is to

recognize it
 How to implement an idea?
What could you adapt?

What could you substitute?

What could you combine?

What could you magnify or minimize?

How could you put it to other uses?

What could you eliminate?

What could you reverse?

What could you bring back?

 "But, I'm Not Creative!"

What blocks the path to new

ideas? Why not managers?
 What hold's us back?
Criticism

New ideas are fragile

If you’re in the business of encouraging new

ideas, keep encouraging the people around
you with a positive environment and avoid
presenting worst-case scenarios
 What hold's us back?
Inborn trait

Believe that creativity is a gift and that it declines as

you age
No correlation between high intelligence and ability

Studies reported in Scientific American Show

that people with high “Eureka!” ability all have
at least moderate intelligence. But beyond
that, there seems to be no correlation between
high intelligence and the ability to envision
simple solutions for complex problems
 So, where does ideas come from?
Preparation
Incubation
Illumination

Voila!!!!!!!!!
I' have done it.
Thank you!!!