Wednesday, May 4, 2016

PUYB Virtual Book Club Chats with 'The Torch Principle' Javier Ideami

Javier Ideami is a multidisciplinary creative director, engineer, artist and entrepreneur. Javier is the founder of Ideami Studios and many other ventures all around the world, from Silicon Valley to the jungles of Bali. He has spoken at prestigious institutions, from Stanford University and UC Berkeley in California, to the United Nations FAO Headquarters, the financial center of London, the faculty of architecture of the University of Rome, the International Cultural Diplomacy Conference in Berlin and many others. He has received awards in areas as diverse as software engineering, music, filmmaking, photography, technology installations, etc.

His latest book is the nonfiction, The Torch Principle.

For More Information
About the Book:

Are you facing personal or professional challenges that require original and innovative solutions? Are you tired of the typical solutions that don't produce lasting results? Would you like to find a better balance between your creative and your analytical muscles in order to empower your career, health and well-being?

The Torch principle (Creativity) is a unique book + online platform ( that empowers your creative muscles and helps you generate original solutions to your personal and professional challenges. Award winning creative director Javier Ideami brings you a book plus an online all in one platform to empower your career, health and well-being through radically enhancing your creativity.
·        Learn multisensory brainstorming techniques.
·        Generate unique solutions to your personal and professional challenges.
·        Reach a better balance between your analytical and your creative muscles.
·        Empower your career, health and well-being through creative thinking.
·        Get access to an online platform ( with videos, tools and graphics that help you visualize and understand the content as well as exercise your creative muscles.
The Torch Principle gives you the background knowledge you need combined with specific exercises and techniques that can help you find solutions and ideas for the personal and professional challenges you face. It also helps you reach a better balance between your analytical and your creative muscles. This, in turn, benefits your career, health and well-being.
We all have challenges, personal and professional. Typical solutions often don’t last and can’t adapt to the complexity of the situation we face or are ineffective against the competition. That’s why you need truly innovative and original solutions. You need to diverge strongly before you converge onto those solutions. To diverge strongly you need strong creative muscles. The Torch Principle gives you exercises to train your creative muscles and the tools to produce ideas and solutions that can overcome complexity and competition. Solutions that last.

For More Information

  • The Torch Principle is available at Amazon.
  • Discuss this book at PUYB Virtual Book Club at Goodreads.

Before you started writing your book, what kind of research did you do to prepare yourself?

I had been doing research about creative thinking all my life, since I was very young.  Once I decided to create the book, I had to put together and organize all the research I had been accumulating for years as well as expand it and update it as well.

Did you pursue publishers or did you opt to self-pub?

After a lot of research I opted to self-pub because i wanted to make the book available through many of my other ventures and I needed to have full control over its distribution.

If self-published, did you hire someone to format the ebook version for you or did you do it yourself?  Can you tell us what that was like?

I hired a formatting expert to do the formatting of the book. This was very important because the formatting phase is complex and a key stage of the publishing process. It was very interesting to interact with the expert and I learnt myself a lot of Adobe InDesign during the process because I wanted to be able to tweak things myself when needed, so I ended up learning a lot about how to format a book professionally. In fact, after this one I could certainly format the next one myself although I still recommend hiring somebody to do it.

If self-published, how did you determine the price?

I studied the prices of competitors and of books in the same genre, and I adjusted my prices to be similar to them or a bit lower.

How did you choose your cover?

I created it myself. I’m a designer and visual artist in between other things (check some of my work at so it was a lot of fun to create it. As the writer of the book I had a clear vision of what I wanted. I had to, of course, experiment and create many variations. I showed the different alternatives to friends and contacts and I settled in one that proved to be popular.

Did you write your book, then revise or revise as you went?

I did multiple drafts. So I wrote and revised and wrote more etc. It’s an iterative process in which writing and revising overlap with each other.

Did you consider making or hiring someone to make a book trailer for your book?  If so, what’s the link?

As I am a filmmaker as well, I created the video trailer myself. It is available here:

What’s your opinion on giving your book away to sell other copies of your book?

I think it’s a good idea. Some people who would actually like to read the book will never buy it but if you give it to them for free, they can help with feedback or telling others about it. I think in many cases it can be helpful to combine sales and freebies.

What are three of the most important things you believe an author should do before their book is released?

First, build a community of people interested in your book. Second, prepare in advance a marketing plan for promoting it. Third, have an online presence (website) ready for the launch, some way of informing your followers and keeping in touch with them (this also includes social networks). Finally, relax, because the hardest part, writing the book, is done. Try your best to enjoy the promoting phase, which is not an easy phase.

What are three of the most important things you believe an author should do after their book is released?

First, talk about the book everywhere you can. To friends, contacts and random people. Spread the word around as much as possible. Second, get involved in talks, conferences and events to increase the reach of your promotion efforts. Third, get in touch with relevant bloggers and platforms that can increase the visibility of your work.

What kind of pre-promotion did you do before the book came out?  

I set up social pages and links and started to inform my contacts through different channels.

Do you have a long term plan with your book?

Yes. To keep expanding the associated online platform ( which provides videos, graphics and tools (apps) that complement the reading of the book and helps readers exercise their creative muscles and generate innovative ideas. I will also incorporate the book into my workshops and other ventures and channels I manage so that it reaches as many people as possible.

What would you like to say to your readers and fans about your book?

The Torch Principle will revolutionize the way you see your mind and yourself. Most importantly, it will give you exercises, tools and tips to keep your creative muscles active and fresh, to balance your thinking and to generate useful solutions and ideas to your personal and professional challenges. The benefits of putting in practice the principles of The Torch book reach far, improving your career, health and well-being.

The Torch Principle is also much more than a book. It includes an online platform that gives you videos, graphics and tools to accelerate the process of training your creative muscles. Those tools include unique tools for multisensory brainstorming like soundstorming and lightstorming tools and others (including the poster maker and creative platform Posterini,, which apart from allowing you to design creative posters, includes as well a powerful ideation and brainstorming engine).

Watch the Trailer of the Book at:
and the Torch Metaphor video at:

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