After receiving this hot-off-the-press book as a gift in early 1995, I read it immediately. Not that I was expecting to do so, since I had already considered myself a creative individual, but after reading how Doug Hall's background was similar to mine, in that my background also included Chemical Engineering, Marketing, and Procter & Gamble, I gave this book a chance and did not regret it - to the point that I have referred to it a number of times over the years. Although some of the reviewers here are right to suggest that Hall does his share of self-promotion in the book, many of us would probably do the same thing, and although Hall has some fluff in the book, it does not amount to a Stephen King novel-amount of fluff. Quite simply, although many of us feel that we can think outside of the box, I think that, to some degree, Hall demonstrates that we need to think outside the box in which the inner box resides. For example, of the dozens of exercises in the book, one of the simplest, Brain Program #12, is one of my favorites. Essentially, using some dice, the objective of the exercise is to force-associate related elements of a problem in random sequence, increasing the number of connections that would not have been forged otherwise. In addition to the creativity exercises, this book has quite a few quotes related to creativity and persistence. One of my favorites is from Benjamin Franklin: "Up sluggard, and waste not life; in the grave will be sleeping enough".