Hegarty on creativity

yesterday i was teaching some creatives at an Advertising school near Lille. we listened to an interview with John Hegarty, called the blank paper project.
i searched the net and found that he published a book this year 'Hegarty On Advertising' - couldn't resist it - just ordered it.

here's a couple of quotes: "Creativity isn’t about predictability – it has to surprise
and challenge, it has to be daring and yet motivating"...

"Creativity is a manic construction of absurd, unlikely irreverent
thoughts and feelings that somehow, when put together,
change the way we see things. That’s why it’s magic. If you want
to be ordinary then, yes, use a process".