This book explores the nature of creativity and how to foster it in both personal and professional life. Dahlén, a professor of marketing, draws on research and examples to argue that creativity is not an innate talent but a skill that can be developed. The book examines the psychological and environmental factors that influence creative thinking, offering practical strategies for overcoming blocks and generating new ideas.

The book is likely to appeal to professionals, students, and anyone interested in boosting their creative potential. Its focus on practical application suggests it aims to be an accessible guide for developing innovative thinking. The author's background in marketing indicates a perspective grounded in business and consumer behavior.