How not to take pleasure in reading this little book? It is fresh, it informs, inspires. Bordas is not Michel (Philippe Michel, Michel THE "what's the idea?", Former advertising, advertising disappeared, former mentor to JM Dru, Bordas boss at TBWA). He who believes buying recipe ideas by purchasing this book (or other) is mistaken. There is no recipe. Only reading and experience. Rub his brain to other (such as Bordas) is the secret. Bordas does not say it but made it clear: a good idea gives plenty of ideas. That's not his but his secret sign of recognition. Bordas so thank you!
