This book takes a down-to-earth approach to an elusive subject, with lots of real world examples of how unmysterious creativity can be in everyday life and in business. It's fun to read. Lots of inspiration. Yes, the "thinking tools" are a bit contrived, but I think that's the author's point; when you're stuck, and inspiration isn't coming, maybe a little calculated thinking is what's needed. I have already used some of these thinking methods with great success, but the guidance and motivation has been even more valuable. I'd love my boss, coworkers and clients to read Lobotomy.
This is not an advertising book, as the author states and shouldn't be judged that way. It's a book about creative thinking that can be applied to anything - even advertising.