ABOUT THE BOOK

When was the last time you truly came up with a great idea? An idea which changed the direction of your sector, never mind your company?

Creativity has been turned into an uncreative, pale imitation of itself. Today our brain tricks us into thinking that we’re creative when we really aren’t. Our potential is greater than we’re aware of, but the risk of getting stuck in comfortable thinking is far greater than we tend to think.

This provocative book argues that creativity should strive to become dangerous. This is the level truly successful mavericks have achieved, and it is here we can meet the truly challenging, radical and revolutionary.

This is creativity that doesn’t fit neatly into PowerPoints, creativity that shakes things up. If you want to avoid the mediocre and come up with something of real value, you have to get dirty and dangerous. For dangerous thinking doesn’t just generate ideas, it can change the world. And this extraordinary book, by one of the most dangerous business thinkers around, shows you how.

Read extract from the book