With highly effective thought and work processes of international Top Creatives you no longer have to rely on pure coincidence for your ideas, but rather on a clearly defined High Performance Process. This is how Top Creatives set up the Optimal conditions for their brilliant work long before an idea shows up. Input determines output also holds true for the Big Idea. From the first contact with the client in new business, up to the production, this book shows, for the first time, the most important key factors and rules of a fascinating Creative Added Value chain.
A fisherman should sit by waters where fish swim. This is a rule,. It simply increases the possibility of catching a fish, And for those who want to catch fish, this is a good rule.

Do you want to make a Big Catch faster? This book shows you ho to do it.

It gives every Communication Professional the possibility to challenge and improve their personal rules in order to increase their effectiveness in the Creative Process.