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The Only Creative Process That Matters: Finding Ideas and Knowing If They Are Any Good From The Smartest Man In The World
In a world drowning in boring, predictable marketing, this book is a flaming bag of genius on your front porch.
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 WoMBAT (What Might Be All The…) and Laugh/Think/Cry. Part memoir, part masterclass, part creative rocket fuel, this book is packed with big swings, bigger wins, and the lessons you only learn from being unapologetically original.
Whether you're a CMO, a startup founder, a creative, 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.
Praise for The Only Creative Process That Matters:“In my way too many years in show business, I’ve met so many wildly creative people. Most fall into the recesses of my immature brain but others linger. Saul Colt seems to never leave. And that’s a great thing. The greatness really shines in The Only Creative Process That Matters. Only Saul could make a self-help book about marketing an enjoyable romp.”
– TIM STACK, My Name is Earl, Night Stand, Curb Your Enthusiasm
“Saul is the kind of marketer I aspire to be — bold, innovative, and unafraid to push boundaries. His ideas don’t just turn heads, they move people to take action. With The Only Creative Process That Matters, I finally have a blueprint to infuse that same courage and clarity into my own marketing strategy. Saul’s process isn’t just creative, it’s catalytic.”
– PAMELA SLIM, Author, Speaker, and Agency Owner
“He’s a bit like a mad scientist. He’s so ‘out-of-the-box’ that if you aren’t inspired by his ideas, you just don’t belong anywhere near Marketing. His premise of ‘laugh, think, cry’ is simple — so why aren’t more people doing it?”
– MARK SOLOWAY
This is the first and only book to lay out a real-world, replicable system for developing creative marketing ideas or just any kind of ideas that actually work, not just on paper, but in the wild.
This book Two proven frameworks for creative WoMBAT (What Might Be All The...) to generate big ideas, and Laugh/Think/Cry to evaluate them with purpose
Dozens of campaign examples from building buzz with a cloud in the sky to reverse-engineering virality for electric supercars
A blueprint for word-of-mouth marketing you can start using today, even if you’re not Nike, Netflix, or known for being “fun”
A much-needed kick in the ass for brands that have become too safe, too stale, or too damn scared to stand out
The Only Creative Process That Matters isn’t for people who want to blend in, it’s for people who want their work to be remembered, talked about, and maybe even loved. Saul Colt doesn’t just challenge the industry status quo.
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 WoMBAT (What Might Be All The…) and Laugh/Think/Cry. Part memoir, part masterclass, part creative rocket fuel, this book is packed with big swings, bigger wins, and the lessons you only learn from being unapologetically original.
Whether you're a CMO, a startup founder, a creative, 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.
Praise for The Only Creative Process That Matters:“In my way too many years in show business, I’ve met so many wildly creative people. Most fall into the recesses of my immature brain but others linger. Saul Colt seems to never leave. And that’s a great thing. The greatness really shines in The Only Creative Process That Matters. Only Saul could make a self-help book about marketing an enjoyable romp.”
– TIM STACK, My Name is Earl, Night Stand, Curb Your Enthusiasm
“Saul is the kind of marketer I aspire to be — bold, innovative, and unafraid to push boundaries. His ideas don’t just turn heads, they move people to take action. With The Only Creative Process That Matters, I finally have a blueprint to infuse that same courage and clarity into my own marketing strategy. Saul’s process isn’t just creative, it’s catalytic.”
– PAMELA SLIM, Author, Speaker, and Agency Owner
“He’s a bit like a mad scientist. He’s so ‘out-of-the-box’ that if you aren’t inspired by his ideas, you just don’t belong anywhere near Marketing. His premise of ‘laugh, think, cry’ is simple — so why aren’t more people doing it?”
– MARK SOLOWAY
This is the first and only book to lay out a real-world, replicable system for developing creative marketing ideas or just any kind of ideas that actually work, not just on paper, but in the wild.
This book Two proven frameworks for creative WoMBAT (What Might Be All The...) to generate big ideas, and Laugh/Think/Cry to evaluate them with purpose
Dozens of campaign examples from building buzz with a cloud in the sky to reverse-engineering virality for electric supercars
A blueprint for word-of-mouth marketing you can start using today, even if you’re not Nike, Netflix, or known for being “fun”
A much-needed kick in the ass for brands that have become too safe, too stale, or too damn scared to stand out
The Only Creative Process That Matters isn’t for people who want to blend in, it’s for people who want their work to be remembered, talked about, and maybe even loved. Saul Colt doesn’t just challenge the industry status quo.
258 pages, Kindle Edition
Published June 16, 2025
8 people are currently reading
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August 16, 2025
I am the author of this book (not trying to pretend I am not), but I have also read, reread, and read this book some more in the writing and editing process, and can honestly say I am really proud of it. Many have held me, it has helped them, and they have shared their copy with many friends.
I checked, and there is no "NYT Best Shared" list, but if there were, I would probably be on it. That is cool because writing this and sharing what I have learned over a 30-year career is way better than financial peace of mind.
Hope you realize that is a joke. Anyway, please give my book a read, it is a good one.
-Saul
I checked, and there is no "NYT Best Shared" list, but if there were, I would probably be on it. That is cool because writing this and sharing what I have learned over a 30-year career is way better than financial peace of mind.
Hope you realize that is a joke. Anyway, please give my book a read, it is a good one.
-Saul
Displaying 1 of 1 review