This is a description of the creative process specifically meant for, but certainly not limited to, copywriters. It could be used for just about anything new and creative in your life. You can’t describe any kind of process as a sequence of one-word steps, no matter what your business professors may have taught you.

That’s not the way business works.

That’s not the way creativity works.

That’s not the way this book(let) works.

Frankly, it’s just not the way the world works.

Will this book create a better world? Anything is possible...

But most likely, yes.