The Only Creative Process That Matters

How to Find Ideas and Know If They're Any Good

By: Saul Colt, Michael Nolan - foreword

Narrated by: Saul Colt, Jenny Gershon, Nan Palmero, Joseph Caserto, Frank D'Andrea, Don Holliday, Clint Schaff, Tammy Gilmore, Sheldon Levine

From Saul Colt, the smartest man in the world and the actual brains behind some of the most unforgettable, conversation-starting campaigns of the last two decades, comes The Only Creative Process That Matters.

This isn’t another “how to go viral” BS handbook. It’s a raw, laugh-out-loud, wildly actionable roadmap to building unforgettable marketing using two deceptively simple frameworks: WoMBAT (What Might Be All The…) and Laugh/Think/Cry. Whether you're a CMO, a start-up founder, or someone who just wants to do better work that actually gets talked about, this book is your permission slip to stop playing it safe, and start making marketing that matters.

This is the first and only book to lay out a real-world, replicable system for developing creative marketing ideas that actually work, not just on paper, but in the wild.

The Only Creative Process That Matters isn’t for people who want to blend in, it’s for people who want to be remembered, talked about, and maybe even loved. Saul Colt doesn’t just challenge the industry status quo. He sets it on fire and roasts marshmallows on the flames.

©2025 Saul Colt (P)2025 Saul Colt

The Greatest Marketing Story Ever Told

Using insights and examples derived from his famously successful career, research, and lots of humor, “Smartest Man in the World” Saul Colt has generously let us mere mortals in on the best strategies to make marketing memorable. Whether you are a professional marketer or just someone that wants a product, service, or yourself to get talked about, this book is a must.

Some helps ideas but also uncomfortable to listen to

I think the authors message of not being afraid to have big/bold ideas is inspiring so there are definitely some nuggets of wisdom… That being said he was constantly leaning into nudity/sexual humor that became uncomfortable to listen to ( I feel like the author has spent his fair share of time getting scolded by HR). This is definitely more of a podcast and not an audiobook, so I still recommend to listeners who are in marketing and looking to spark new thoughts, but consider yourself warned of him repeating the same stories and middle school level sexual humor.