Crossover Creativity Av Dave Trott

<p>Ideas don''t just happen, they don''t spring from nowhere.<br><br>Ideas come to life from everything that''s already inside our brains.<br><br>Because new ideas are actually a new reaction between existing ideas. <br><br>This means creativity is about finding ways to put unrelated, disconnected things together.<br><br>When two unrelated things come together, something new springs into existence, they form a third thing, and that becomes a new idea.<br><br>That''s <i>Crossover Creativity</i>.<br><br>The more you read, watch, observe and consume, the more fuel for ideas you have in your brain, the more crossover creativity will happen for you.<br><br>In this latest collection of stories about creativity in real-life situations, Dave Trott presents examples of crossover creativity in action – as a guide for those who have to generate ideas in advertising, business, sport, or anywhere in the wider world.</p>