Cowards Don't Go To Heaven

A warning against shrinking back from one's creativity under pressure — or the hard-won testament of a lost creative soul who found his way back to paradise?

Cowards Don't Go To Heaven by Eugene Cheong — Asia's most awarded advertising creative, one of D&AD's 50 best copywriters, and the mind behind 250+ Cannes Lions — is not your average creative guide. Born from six years in the wilderness after three decades at the top of Ogilvy AP, this profanity-laced, beautifully chaotic manifesto is a raw reckoning with what it means to stay creatively alive when everything is stripped away.

Built around eight essential habits — Courage, Idealism, Curiosity, Playfulness, Free-spiritedness, Intuition, Authenticity, and Persistence — and packed with 13,000 handwritten words and 55 illustrations, it collides four decades of hard-won insight with Scripture, philosophy, and brutal honesty. Think Winston Churchill meets Bill Hicks. No TED Talk polish. Just truth.

Published by Viction Workshop Ltd. 400 pages of visual perfection, provocatively bound in fiery red.

For those who refuse to head in the opposite direction.