Foreword / Anselmo Ramos -- Preface -- A brief history of why everybody hates advertising: And why you should try to get a job there -- The creative process: Or, why it's impossible to explain what we do to our parents -- Tell the truth and run: Saying the right thing the right way -- A Controlled Daydream: Concepting: coming up with ideas -- Brevity is the soul of wit: The art of copywriting -- The virtues of simplicity: Or, why it's hard to pound in a nail sideways -- Why is the bad guy always more interesting?: Storytelling, conflict, and brand platforms -- Rewiring your brain: Chasing ideas and making big creative leaps -- Viral, naughty, and rong: Getting noticed, getting talked about -- Advertising 2.0: Moving from analog into digital -- Make the idea bigger, not the logo: Or, why branded content is more interesting than advertising -- Concepting for the hive mind: Creating buzz with social marketing -- Everything that can be digital, will be: Creative techs, developers, and the mobile future -- Stopping people from going to the bathroom: Some advice on television and video -- Creative mind versus monkey mind: Or, managing time, energy, panic, and your creative mind -- Pecked to death by ducks: Presenting and protecting your work -- Just start World War III: What it takes to get into the business -- Advertising: the most fun you can have with your clothes on: Is this a great business or what?