rejiggering

No wonder, as it's a mind-rejiggering read that sheds light on the many factors that go into nurturing creativity, the importance of which, of course, has been obvious to the ad industry, but whose value increasingly has been recognized in the larger world of business and marketing.

The book is rife with examples illustrating the alchemy of science, chance, intention, risk-taking and persistence that contributes to innovation. Some of his most telling stories include how Bob Dylan, drained of creative juices, was on the verge of ending his musical career before he had the breakthrough moment that led to "Like a Rolling Stone," and how Dan Wieden came up with Nike's famous "Just Do It" tagline--after thinking about a murderer named Gary Gilmore. He also talks about how the interior of Pixar's headquarters has been set up to fertilize the best ideas and--when it wasn't, it almost led to the company's biggest flop. And of course, there are the famous creation stories behind P&G's Swiffer and 3M's Post-It Note. He also goes into the biology behind some of the more familiar creative conundrums--why it figures that artistic genius is often linked to madness, why sometimes, the most talented individuals may be the more depressed ones and why children happen to be "effortlessly creative."