The book is structured around three key steps:

• Expanding the box: so that the pieces of the puzzle in it can move around more freely
• Filling the box: with even more knowledge, and how to get these new pieces of the puzzle to connect with the existing ones
• Shaking the box: so that the pieces fall into new places and form new patterns.

The book shows that anybody can be creative.

The creative methods suggested in the book will be linked to real business examples from which techniques have been developed to help their implementation. Numerous exercises and 'eye-openers' form part of the practical implementation of Micael Dahlén's ideas. The book is framed by models and concepts of how creativity works (the creative process, the creative person and the creative result) and what its effects are.