In these neoliberal times of intensifying competition, developing new business concepts, ideas and models is of great importance to business leaders and managers. It is professed in many quarters that discoveries and inventions, induced by creativity is the way to beat competition. Institutions of higher education, management consultants and trainers the world over invest heavily in enhancing creativity among their charges for which they employ a range of techniques such as positive thinking, meditation, emotional intelligence and intuitive and lateral thinking. In this emerging context, there are several questions that naturally arise: How does creativity come about? What induces new ideas and thinking? And, how could creativity be sustained? While different answers to these questions have been offered by experts, they continue to draw the attention of academics and practitioners owing to their relevance in driving organisations towards a competitive advantage. In this backdrop, the treatise presented by Steven Poole in his recent (2016) book RETHINK, The Surprising History of New Ideas, is intellectually stimulating and informative; it is certainly an off the beaten track treatment of the subject.