The two authors work for Maddock Douglas, which promotes itself as an innovation agency. This book explains some of the concepts which have made the agency and its clients so successful. The title comes from their perception that some people are Idea Monkeys while others are (Ring)leaders. The former are those in the office who can produce a string of ideas, thoughts or concepts at the drop of a hat. They are upbeat and talented but often a pain in the butt to work with. The latter are people who can awaken and manage the idea monkey in their organisation. They are the people who get things done and make money for the company. The book is fun to read and full of ways to sell ideas. It gives plenty of examples of how marketers got things right, and got them wrong. Little illustrations enliven the pages. Well worth a read.