Don't just chase the new - Innovate the old. Modern business gurus all cry for the need to innovate, to disrupt, and to act like a startup. It's hard to argue with that kind of thinking. It's sexy and exciting. But it's wrong. Too many businesses become enamored by shiny new objects and end up overlooking the value locked away in their existing products. Maybe your business is one of them. Iconic Advantage (R) is a different approach that allows companies to leverage what they already have to create lasting differentiation and deeper relationships with their customers. It generates disproportionate levels of profit and protects you against market fluctuations. Many of the world's most successful brands have been using it for years. Now, you can benefit from reaching iconic status, whether you're a Fortune 500, local pizza parlor, or an aspiring Unicorn startup.

The highly practical lessons in How to Get to Great Ideas are based on neuroscience, psychology and sociology. Written by former advertising creative director Dave Birss, this book offers a brilliant new system for conceiving original and valuable ideas. It looks at how to frame a problem, how to push your thinking, how to sell the idea, how to build support for it and how to inspire others to have great ideas. It proves that any organization - and any individual or department within an organization - can create a fertile environment for ideas. Combining a practical research-based system with fascinating insights and inspiring and humorous writing, the book also includes the problem-solving system RIGHT Thinking. This is a tool which enables a more effective way to generate more effective ideas, and is one that anyone can use to transform themselves or their business. Training on this system is also available in person from the author. And will be released soon as an online course.