This is a simply constructed piece of idea way outside the boxes of today. Arden lays out his views of creativity and how best to use it, if it is understood to begin with. Despite the simplicity, there are complex viewpoints laid out and probably should have had a separate book to flesh the ideas out.
The only one I entirely disagree with is that creativity needs no experience, which flies into the face of what creativity is. The more experience of all around one, the more to play with to develop new and more brilliant concepts. My experience has been those lacking knowledge regurgitate the same tired ideas over and over and over again. Yes, you don’t have to be a rocket scientist to come up with advertising brilliance, but you do need to be able to think.
Yet, as presented, his view of not needing knowledge to be creative is wrapped up in a sentence that deserved a book.
Something that might lose non-British readers are the use of very British terms, brands and other things. Might need to look up a few mentions from this volume.
Overall this is a different book trying to get folks to think differently and it works well.
Bottom line: I recommend this book: 7 out of 10 points.