How do you make something out of nothing?
Up your game with this masterclass in creative thinking. Combining Dave Trott's distinctive, almost Zen-like storytelling, humour and practical advice, One Plus One Equals Three is a collection of provocative anecdotes and thought experiments designed to light a fire under your own creative ambitions.
From the First World War sailor who survived being sunk three times in one day to the one-time 'merchant of death' who made his name a byword for peace, and the gypsy who lost two fingers and then reinvented jazz. From boardroom to battlefield, these stories of unconventional wisdom from one of the world's true advertising greats are a rallying cry for anyone who wants to think differently, stand out and truly innovate.
Papildus informācija
A masterclass in how to be more creative, from one of the world's true advertising greats
| Introduction: Why One Plus One Equals Three |
|
1 | (4) |
|
Part One Regret is Worse Than Embarrassment |
|
|
5 | (26) |
|
Part Two Choice Architecture |
|
|
31 | (24) |
|
Part Three The Spirit of the Law, Not the Letter of the Law |
|
|
55 | (28) |
|
Part Four The Message is the Medium |
|
|
83 | (22) |
|
Part Five Disaster is a Gift |
|
|
105 | (24) |
|
Part Six The Value of Ignorance |
|
|
129 | (22) |
|
Part Seven Question the Question |
|
|
151 | (18) |
|
Part Eight Belief Trumps Fact |
|
|
169 | (28) |
|
Part Nine Creativity is Messy |
|
|
197 | (28) |
| Acknowledgements |
|
225 | |
Dave Trott is the author of Creative Mischief and Predatory Thinking, and currently Chairman of The Gate London, part of The Gate Worldwide. Born in east London, he went to art school in New York on a Rockerfeller Scholarship. From there he began an illustrious career in advertising, as part of the creative team behind 'Hello Tosh Gotta Toshiba', 'Aristonandonandon', the Cadbury Flake ads and many, many more. Dave's agency Gold Greenlees Trott was voted Agency Of The Year by Campaign Magazine, and Most Creative Agency In The World by Ad Age in New York. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising.
