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About the Author

Creative conflict is the world’s most powerful ideation technique. It’s an essential requirement for breakthrough-thinking and the secret behind every invention and innovation ever made.

Are you overwhelmed by problems that need solving? Stuck looking for ideas? Pressured by deadlines and worried you don’t have a creative bone in your body? Then this is the book for you!

Collide demystifies the process of how to come up with effective, problem-solving ideas.

This book will help you discover how to unlock the transformative power of creative conflict. You will become an expert at sparking creativity. By the time you get to the end of this book, you will have all the tools to brainstorm like a champion.

But be warned. Smashing ideas together is messy. Things will be broken. There are dangers ahead and I can’t protect you from all of them. It’s time to put your safety goggles on. The ride’s about to begin.
Tay Guan Hin (or Guan as most people know him) is an internationally recognised creative thinker, with over 300 awards to his name. He is a global expert in digital engagement, innovation and the ideation technique of creative conflict.

Currently the Creative Chairman of BBDO Singapore, Guan has spent over 30 years contributing to global advertising networks including Saatchi & Saatchi, Wunderman Thompson and Leo Burnett. His expertise in solving complex business challenges has helped increase market share for blue-chip clients like Visa, Audi, Shell, Johnson & Johnson, Abbott, P&G, HSBC and Unilever. He was the first Singaporean in Southeast Asia to serve as a Jury President at Cannes Lions and the first to preside over the prestigious Design & Art Direction London.

Known for his engaging speeches, Guan has been a global keynote speaker at various industry events, including TEDx, Spikes Asia and the One Show. He has also shared his insights with major international clients including the US Grain Council, Tencent, TikTok, Meta and Unilever. From 2022 to 2023, he was the President of the Asia Professional Speakers Association.

With a relentless dedication to innovation and nurturing future talent, Guan set up the first advertising student awards in Singapore. In 2019, was invited to be a Mentor for the One Show China Youth Creative Awards.

This is his first book.

Authors

Collide: Embracing Conflict to Boost Creativity