First and foremost, this book is written with creatives, brand managers, and marketers in mind. Besides creating things (brand identities, products, services, experiences, spaces, etc.) the biggest part of our job is convincing others to make ideas actually happen. But it’s also a good place to start for anyone who feels that they’re not always in control of their ideas, or finds it difficult to get support from others. A wonderful book for your creative friends and family.