"Creative Strategy Generation" is applying your own creativity into the traditional planning process. As pointed out by the author, there are usually three ways a businessperson gets business ideas: a case study, consultants, or personal experience (aka trial and error). The author of "Creative Strategy Generation" says that there is another way. That way is applying your own creativity that you've used before and the apply those strategies in a business setting. The book is focused on helping readers apply that lesson by breaking out old and outdated modes of planning and experimenting with radically new ideas of planning generation and execution.