Ideas are not an accidental product! Everyone can be inventive and develop ideas that are creative and thus effective. Lukas-Pierre Bessis' new and successful method for developing ideas also considers aspects of neuro marketing. It is easy to use, sound and practice-approved by renowned companies. About the book: - With recommendations from Amir Kassaei (Chief Creative Officer, DDB Worldwide) and Julian Boulding (President thenetworkone) - Creative Effectiveness: How it works and what it brings - The six factors of effectiveness for a creative idea - Numerous examples from practice, for viewing and downloading