Mindshare: Igniting Creativity and Innovation Through Design Intelligence

Advertising and marketing guru Acu%C3%B1a draws on research and personal experience in this timely book on creativity and design innovation in business. Partly theoretical, partly self-help, and thoroughly researched, this book examines the changing ways of business and how workers can contribute to increased creativity in their own company. Acu%C3%B1a uses examples of successful ventures like Apple and TED to demonstrate the importance of fostering mindshare, innovation, the creative process, and design intelligence in today's business world. He passionately argues that these ideas, defined essentially as collaborative skills used to create an optimal product or brand experience, are necessary for connecting to today's increasingly thoughtful consumer population. While this book is packed with practical advice for business leaders, such as on successfully implementing the creative process or understanding design principles, a repetition of terms and ideas makes it difficult, in some chapters, to follow a central argument. Acu%C3%B1a's core insights are convincing and well-supported, but his enthusiasm often wins out over clarity, making this book best for those both patient and passionate enough to work for the kernels of wisdom it contains. (Aug.)