What is Creativity made of? Where do ideas come from, and how can you get more of them? How can you make them better? What happens when there is no box to think outside of? Jason Theodor, a long-standing Creative Director in the digital advertising world, has asked himself these questions for years. These are his observations from the field, and his tools for ideation. This presentation breaks down the creative method and explores the fundamental elements of creativity. It describes multiple systems for idea generation, problem solving, and originality. It emphasizes the importance of routines, explains appropriate brainstorming techniques, and much more: all with unexpected examples and takeaways. If you want to live a more creative life, or give yourself an edge in the Age of Ideas, this presentation is a must see.