Jürgen Salenbacher explores the work of leading theorists in business culture and explains how branding techniques can help us develop creative thinking. This book is a unique resource for creative minds, entrepreneurs and teams, and can also be used by anyone facing important life decisions. You'll learn how to wake up your creativity to come up with business ideas. A separate chapter is devoted to the development of personality: it presents methods and tasks to determine your potential, vision and mission, as well as your goals and objectives, all this in a value-oriented manner.