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WHY THIS BOOK?
“Part field manual, part masterclass, The Idea Code reveals the thinking that powers the world’s most creative brands and delivers it with clarity and delight,” Amy Weisenbach, CMO, The New York Times.
The Idea Code is a complete process for thinking about brand strategy, used by the world’s best companies and thinkers. It’s twenty-five years of practice distilled into proven tools, hard-earned tips, and surprising case studies that actually change how you think. For the past decade, Netflix, Nike, adidas, Toyota, DoorDash, Lexus, Riot Games and The New York Times have used The Idea Code to elevate their approach to brand strategy. This book is designed for the day job, to unblock you and to make your collaborations with AI more interesting. It’s designed for all those problems that don’t come with instructions. This is not a book you put on a shelf, this is a book that now comes to work with you.
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What’s Inside?
250 pages of time-tested mental models and exercises for thinking about brand strategy. Focused on HOW TO THINK vs. what to think, this book will transform your approach to creative problem solving - in an afternoon.
Tools used by the world’s best brands
Simple six step process for solving any problem in a creative way
Assembled in one place for the very first time
Road-tested over a 25 year career
Honed with thousands of School of Ideas graduates
Your Words:
“★★★★★
Strategic, thoughtful and deep. Yet practical and immediately actionable. It’s so rare to find a book that can span both of those worlds. This really has everything, no fluff, no padding. It’s all here.””
“★★★★★
It’s like having a world-class thought partner in a book! This book has lessons which will live with longer than any formal information or regular teaching. These are lessons for life.
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Who’s it for?
Doing brand strategy for the first time? This book is your roadmap.
Insecure about gaps in your knowledge? This book fills your gaps.
Leading your first big strategy project? This book is your executive coach.
Leading a brand strategy team? This book is your curriculum, Professor.
Not a brand strategist & really missing your strategy person?
This book is your person. Thinking about going to college to study brand strategy? This book is your college.
Need to look smart in your next meeting? This book is your script.