Marketers often use the term mindshare to illustrate the popularity of a brand. But its implications go much deeper than influencing purchase behavior. Mindshare is a gift-a form of creative commerce and collective intelligence. Told in a rich, lyrical style, Mindshare is a portrait of the modern creative mind and a narrative of its process, a practical guide, and a plea for ambition that captures the imagination by exploring the dynamic nature of creativity and innovation as a multifaceted, integrated craft and the creation of consciousness. This book explores innovation within the audacious scope and framework that truly illustrates its paradoxical and kaleidoscopic nature. It empowers us with the notion that innovation is an intrinsic collective power driven by the same creative instinct that fuels our desires, seeks pleasure, strives to be better, and dares to discover new worlds. This reveals a groundbreaking worldview-that the essence of life is not survival but creation. Building a remarkable brand, overcoming any challenge, and achieving anything in life are the result of design intelligence. Mindshare is about how organizations and individuals can use design strategies to be more innovative, distinctive, and successful. But it's also about our essential nature, how to use our creative instinct to live a more fulfilling life, and how creativity shapes the modern world. The awareness of this process achieves mindshare-an intrinsic collective power that has the potential to help us design a better world.
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Nikos Acuña is a creativity and innovation specialist, operations and marketing executive, media strategist, and entrepreneur. He is currently the SVP of operations and marketing at digitaladtech, a digital platform innovation company that connects brands and media companies with audiences in meaningful ways. He is also the creative director of Nioverse Media--a creativity, innovation, and design company.
Nikos has spent the majority of his career with a focus on achieving mindshare for his clients and the companies he works for, with 15 years of experience in driving revenues through strategic communications: building value, branding, digital advertising, PR, and cross-platform integration, having worked on both the media and agency sides of the business across multiple vehicles, channels, and digital platforms to amplify brand and customer experiences.
"A veritable tour de force. Nikos Acuña masterfully explores the art and science of the creative process. I strongly recommend this thought-provoking book." - Adrian Bejan, author of Design in Nature
"A book for visionaries who seek the fuel to open new spaces and fill them with meaningful value."- John Creson, chief design and innovation officer, Addis Creson
"Business today is less about persuading and more about truly moving people at a deeper, connective level. Mindshare delivers both the art and science of how to ignite as well as fan the flames of those connections."- Ann Handley, chief content officer of MarketingProfs and coauthor of Content Rules
"Nikos Acuña has crafted a broad and interesting perspective on creativity to help you think more purposefully about your most important work."- Todd Henry, author of The Accidental Creative
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