tThe media guys are going through this book right now. It basically is the story of a major marketing company and it’s quest to come up with creative ads/solutions for all sorts of different clients. It focuses on using “creative leverage” to separate themselves from the pack. It has inspired me to ask the single most important question on any video/commercial my team is asked to do…. “Demand a ruthlessly simple definition of the business problem.” If someone that needs a video/promo/print piece done and can not answer that question, then the likely result will be ambiguous. Also – this website is sick!! Click the book and go to it.