Table of Contents

"I have an idea." "Does it evoke an emotional response?"

"Does it create an experience?"

"Does it entertain?"

"Is it novel?"

"Is it authentic?"

"Does it tell a story?"

"Does it scare you?"

The Aftermath.

Acknowledgments.

Notes.

Index

About the Author

STEFAN MUMAW is cofounder and Creative Director for Reign, a boutique advertising agency that has worked with clients such as Johnson & Johnson, Silpada, Coca-Cola, and Sony. He is the author of four other books, including the bestseller Caffeine for the Creative Mind .