"Ideas light the way to success," St. John writes.
The key here is creativity. St. John likens the level of creativity required for business to the levels required for the arts.
Donald Trump told him: "Deals are my art form. Other people paint beautifully on canvas or write wonderful poetry. I like making deals, preferably big deals. That's how I get my kicks."
St. John lists eight ways to come up with big ideas:
1. Have a problem, because big ideas come from everyday problems.
2. Be observant: Eye-Q can be more important than IQ.
3. Listen: Ears are antennas for ideas.
4. Asking questions leads to ideas.
5. Borrow an idea, and build it into a new idea.
6. Make connections: Take one thing and connect it to another.
7. Make mistakes: Mistakes and failures lead to great ideas.
8. Write your ideas down.