Ideas are the hard currency of the advertising industry. Every day, creative agencies are busy coming up with a multitude of concepts for clients. In practice, the main way of finding new ideas remains the highly inefficient method of trial and error. This book offers an alternative approach to the search for unconventional ideas in advertising. Perhaps for the first time in advertising we have examined, analysed and systematised the creative techniques that enable us to come up with a strong solution without having to try and find alternatives. At the same time the psychological barriers that prevent finding unexpected advertising moves are discussed. The book is intended for entrepreneurs, owners of small and medium-sized businesses, advertisers and marketers interested in increasing the efficiency of intellectual work.