The premise of the book in a nutshell: 50 techniques/methods that will instantly improve an individual’s, team’s or organisation’s ability to think creatively and generate better ideas. All techniques in the book are based on scientific studies, from neuropsychology, social psychology, cognitive psychology and neurology, that have been proven to significantly enhance a person’s ability to think more creatively.
Target audience: My target know that creativity and innovation are factors that contribute to the success of their organisation, and their ability to perform well at work. My target may also have a sneaking suspicion that creativity is something that is good for life in general. Some may see themselves as quite knowledgeable within this area and want some more information to quench their thirst. Others may be at a 101 level - they know it’s important but are not too sure how to improve their ability to generate better ideas and help their company innovate - so they are looking for a bit of help.
My target isn’t interested in a theoretical and long-winded read. They are time poor (isn’t everyone?) and want some quick, easy and practical advice that they can implement without too much fuss to achieve maximum results.
Brand tone: Confident and professional (eg The Tipping Point, Blue Ocean Strategy), with a little bit of quirkiness (eg any Seth Godin book).
Imagery for front cover: The books that sell well in this category either have a very a minimalist design (eg The Tipping Point, Six Thinking Hats, The Dip, Small is the new big, the 10 faces of innovation, the medici effect) or mix minimalism and colour (eg A Whole New Mind, Made to stick, Blue ocean strategy, thinkertoys, groundswell). The winning design will use either of these types of styles and will have a strong visual idea that brings to life the title/theme of the book