Mindshare

The term mindshare has been used to illustrate consumer awareness or the popularity of a brand. It's what alladvertisers aim to achieve in order to drive sales. But there are more profound implications here that go deeperthan influencing purchase behavior. Mindshare is a really form of creative commerce and collaborative innovation. When brands aim to connect with us through unspoken gestures and aspirations that enhance the human condition,mindshare becomes a gift-an instrument of optimal experience that ignites transformation. In this illuminating newperspective on how creativity shapes the modern world, Nikos Acua-a creativity, innovation, and marketing thoughtleader, embarks on a personal journey to examine the inherent processes embedded in creativity and innovation from avariety of perspectives. You'll learn how Apple's design-driven innovation strategies create optimal brand experiences for their customers andhow Chris Anderson and TED have created a revolutionary education platform that amplifies genius on a global scale. You'll discover how Charles Darwin's hunch led to the most important scientific discovery of the nineteenth century, andhow Anthony Robbins uses alchemy and innovation psychology to create an indestructible state of mind. You'll meet theneuro-anatomist who discovers the meaning of life while having a stroke. You'll learn why your lizard brain sabotagesyou and how your Daemon inspires you to be visionary. Ultimately, you will learn how the essence of life is driven bya creative instinct that designed the universe itself and learn how this process is expressed through fractal patterns ofexperience. Told in a rich lyrical style, Mindshare is a portrait of the modern creative mind and a narrative of its process, apractical guide and a plea for ambition that captures the imagination by exploring the dynamic nature of creativity andinnovation as a multi-faceted and integrated craft. Mindshare suggests that building a remarkable brand, overcomingany challenge, and achieving anything in life can be found in understanding one truth-that innovation is driven by thesame inherent creative instinct that fuels our desires, seeks pleasure, strives to be better, and craves to discover newworlds. It's a process that seeks optimal design, shifts from chaos to order, from that which is unconscious to that whichis conscious-a metaphysical process of transformation that strives toward knowledge and a state of perfection. There are countless books about ideas but this is the only book that explores innovation within the audacious scope andframework that truly illustrates its paradoxical and kaleidoscopic nature-the fact is that innovation is both creativeand destructive, optimal and disruptive, it's a product and a process, stable and dynamic, personal and collective,chaotic, self-reflexive, physical, psychological, fragmented, and unified-all at the same time. In the tradition ofSteven Johnson's Where Good Ideas Come From, Sir Ken Robinson's Out of Our Minds, and Jonah Lehrer's Imagine,Mindshare empowers you with the notion that creativity is an intrinsic collective power that reveals a groundbreakingworldview-that the essence of life is not to survive but to create.