""Title Page""; ""Copyright Page""; ""Dedication""; ""Foreword""; ""Preface""; ""Clearing the fog""; ""Labour of love""; ""In the footsteps of eccentrics""; ""Who are we?""; ""Acknowledgements""; ""From the two of us:""; ""From Steve:""; ""From Jim:""; ""Chapter 1 -- The heart of the matter""; ""Selling ideas""; ""What are communication ideas and what do they do?""; ""So what the hell is a ′Big Idea′?""; ""Why communication ideas are more important than ever""; ""The fear of exposure""; ""Chapter 2 -- The evolution of magic""; ""Stage 1. Pre-1980. Advertising ideas only"";In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there' What are their characteristics' How should you use them' And what makes a good one' Most marketers simply cannot answer these questions. iRigorous Magic/i answers these questions, bringing science to the art of ideas. Jim Taylor and Steve Hatch dispel the myths around communication ideas and create a practical 'road map' for marketers to select which types are best for their brand to compete. Only through a rigorous process of cataloguing and evaluation can ideas truly be understood - and the right ones selected to change consumer behaviour in today's global, multi-channel marketing world.