by
Box 241467
Anchorage, AK 99524
Chapter l) THE DANGERS OF THINKING
There is an old saying that only 5 percent of the people think, l0 percent think they think and the other 85 percent would
rather die than think. This chapter will discuss the positive aspects of not thinking and the dangers of thinking. Written humorously,
this chapter is to encourage those with closed minds to read on.
Chapter 2) THINKING AND THE PROFIT MOTIVE
This chapter will discuss the necessity of thinking creatively in the modern world. Reason? Technology is changing so fast that society
in general and the business world in particular, must not only stay up the times but, to be productive, stay ahead of them as well.
With the expansion of the Internet, technology leads are now considered in weeks, not years. Technology has advanced
so far and so fast that those businesses that are not thinking creatively will no longer be able to compete. Smaller businesses are
gnawing away at the giants and “small” business now synonymous with “efficient.”
Chapter 3) RUT MENTALITY AND OTHER DISEASES OF THE INTELLECT
This chapter will discuss 'rut mentality,' the secure feeling that comes from 'doing it the way it's always been done' and other
diseases of the intellect including the blessings of mediocrity, 'group think', society's myths and legends, clustering, and
the inevitable institutionalization of 'the rules,' and doing it 'just like dear ol' Dad.'
Chapter 4) RISK TAKING AND THE NEED TO BE COURAGEOUS
This chapter will discuss the bottom line of creative thinking. It will cover such creative thinking games as 'charging
off the trail,' looking to nature for answers to business problems, the study of history for examples of cleverness as well
as real life examples of profit-generating ideas that have gone from creative juice to money in the bank.
Chapter 5) THE GAMES WE PLAY
This chapter will be the core of the 'how to think creatively' section of the book. It will include mind games
such as "What if?" and "What will I do when?" as well as a variety of puzzles and mind exercises. More important,
it will deal with ways that anyone can use his or her mind in a creative manner. The point of this chapter will be to
change the mind first.
Chapter 6) LIFE IN THE CREATIVE LANE
This chapter will be broken into functional units on creative marketing, creative advertising, and creative management.
It will discuss the need to think rather than react. The chapter will finish with l5 off-the-wall-but-creative ideas for
marketing, advertising and management. This will also deal with the risk of doing the creative work as well as the
necessity to do hard work and make that idea bear fruit.