For many creatives, brainstorming looks great – but ultimately wastes time! In this book extract, author Deej Johnson explains why…

Happy Salmon, Dungeon of Fortune and Monster Match co-inventor, Ken Gruhl, on ideation, working with others and not loving a mind map.

Inventor, author and toy-and-game legend Ron Weingartner on developing, pitching and rejecting ideas.

Making Things Fi Murray on where her ideas come from – and why there’s no better industry to be in as a solo women business owner.

Wicked Vision’s David Strang tells us about the company’s originality, innovation, ambition… And mission!

The Toy Project founder Jane Garfield on the importance of play – and the many ways her charity provides it.

Michael Kadile on how he made a floating crib from The Mandalorian… To raise $12,000 for charity!

Eolo’s Alex Prieto talks about growing up in toys, smiling on and why he makes fun product videos.

So Sound’s Toy and Game Designer Sam Roberts talks cats, coffee and coming up with ideas.

Nikki Bauman discusses Fisher-Price’s process, inventor relations, and killing creativity.