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Practical application of the concepts is missing from the book, and journaling opportunities or exercises at the end of each chapter would help readers incorporate Schafler’s tools into their lives. Even so, the writing is engaging, and the title will be eye-catching to library audiences.
This solid introduction to the ideation process moves past the recent fixation on improv, which has been the model since the publication of Yes, And. The book does indeed tackle the need for idea creation in business, but it doesn’t differentiate itself enough from other works on this topic.
Inspirational, intriguing and practical, Finney’s toolkit is especially good for would-be entrepreneurs, entrepreneurs who have recently started a business, and business students. Highly recommended.
At once imaginative and pragmatic, this will appeal to those who regard branding as a sometimes daunting task of creating and fostering emotional connections with customers.