collide: embracing conflict to boost creativity

A dangerous journey into the violent world of creative conflict. Safety not guaranteed. Creative conflict is the world’s most powerful ideation technique. It’s an essential requirement for breakthrough-thinking and the secret behind every invention and innovation ever made. Are you overwhelmed by problems that need solving? Stuck looking for ideas? Pressured by deadlines and worried you don’t have a creative bone in your body? Then this is the book for you! Collide demystifies the process of how to come up with effective, problem-solving ideas. This book will help you discover how to unlock the transformative power of creative conflict. You will become an expert at sparking creativity. By the time you get to the end of this book, you will have all the tools to brainstorm like a champion. But be warned. Smashing ideas together is messy. Things will be broken. There are dangers ahead and I can’t protect you from all of them. It’s time to put your safety goggles on. The ride’s about to begin.

Tay Guan Hin, or ’ Guan’ as people know him, is a former tank mechanic, and the creative chairman of BBDO Singapore. He is also the founder and GCCO of TGH Collective. As a former regional CCO in J Walter Thompson Asia Pacific, Guan has helped Shell, Johnson & Johnson, Abbott, P&G, HSBC, Unilever and other global brands to improve market share and solve complex business challenges. He operates well within this complexity, always matching flawless execution with inspiring creative ideas and staying true to the brand’s DNA.