I’m proud to have written this book when I was in my forties. It’s designed to help get started with idea development. Particularly in advertising. Many of the adverts we see on television and print use analogy and comedy to propose that there is an advantage of using a particular product. This is usually demonstrated with an extreme example of the situation. What I’ve done is created lists of nouns that can demonstrate those ideas. And the lists are indexed by pages such as ‘biggest – smallest’ or tallest – shortest.