Simon has created an incredibly interesting, entertaining, easy to read and important book about why Australian businesses are lagging behind in terms of creative innovation. He provides an overall background of innovation as well as solid research to back up his arguments and alarming statistics that show the current deficient state of innovation (or lack thereof) in Australian businesses. It is quite shocking and shows that we need to rapidly start changing our mindset if we want Australian businesses to continue competing on the world stage; as we are currently lagging behind. But what I really enjoyed about this book was he also brought it back to the individual and he provides a step by step framework on how to kick start a culture of innovation in the workplace. So that managers, owners, entrepreneurs and individuals can take this framework and use it in their companies. He talks about taming the creative ogre but most importantly that innovation is all about 'People'. It isn't technology or process that drive innovation but people. And we need to be listening to them a lot more and allow their creative mindsets to flow if we want to create businesses that can cope with this increasingly frenetic, disruptive world. Simon writes with lot of humour and tongue in cheek wit which helps to make it an easy and enjoyable read despite the serious subject. He includes anecdotes, life experiences and fun illustrations that are relatable and useful. I would highly recommend this book to business leaders, small business owners, creatives, and actually anyone interested in business that wants to make sure they are not left behind with the same old BAU thinking that is prevalent today. This book is for those who want fresh, creative thinking and innovation at the forefront of their business.