The Only Creative Process That Matters
How to Find Ideas and Know If They're Any Good
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From Saul Colt, the smartest man in the world and the actual brains behind some of the most unforgettable, conversation-starting campaigns of the last two decades, comes The Only Creative Process That Matters.
This isn’t another “how to go viral” BS handbook. It’s a raw, laugh-out-loud, wildly actionable roadmap to building unforgettable marketing using two deceptively simple frameworks: WoMBAT (What Might Be All The…) and Laugh/Think/Cry. Whether you're a CMO, a start-up founder, or someone who just wants to do better work that actually gets talked about, this book is your permission slip to stop playing it safe, and start making marketing that matters.
This is the first and only book to lay out a real-world, replicable system for developing creative marketing ideas that actually work, not just on paper, but in the wild.
The Only Creative Process That Matters isn’t for people who want to blend in, it’s for people who want to be remembered, talked about, and maybe even loved. Saul Colt doesn’t just challenge the industry status quo. He sets it on fire and roasts marshmallows on the flames.
©2025 Saul Colt (P)2025 Saul Colt