Book excerpt: 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.