A masterclass in out-thinking the competition.
Powerful strategies for how to out-think the competition, from a great of the advertising world
Two explorers are walking through the jungle.
Suddenly they hear a tiger roar.
One explorer sits down and takes a pair of running shoes out of his backpack.
"Youre crazy, youll never out-run a tiger," says the other explorer.
"I dont have to out-run the tiger," he replies.
"I just have to out-run you."
"Predatory thinking" involves looking at a challenge you can't solve and getting upstream of itchanging it into a challenge youcan solve. Written in the form of engaging, brilliantly lean anecdotes and stories, this book explains the predatory thinking philosophy, one that has underpinned Dave Trotts distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies. Drawing on Eastern and Western philosophy, and colorful characters that range from World War II fighter pilots to Picasso, Socrates, and Warren Beatty, this book represents the distilled wisdom of a lifetime at the creative cutting edge.
Recenzijas
Offers much to think about . . . engaging * Creative Review * Challenges the way we think creatively by flipping the logical, 2D way of thinking on its head * Psychologies * Cool, clear, very readable * Overseas Property Professional *
Papildus informācija
A masterclass in out-thinking the competition
| Introduction: Why Predatory Thinking? |
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1 | (2) |
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Part One Creative is an adjective not a noun |
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3 | (28) |
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Part Two Life is a zero-sum game |
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31 | (12) |
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Part Three 90% of advertising doesn't work |
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43 | (34) |
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Part Four You can run from it or you can learn from it |
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77 | (18) |
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Part Five Less really is more |
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95 | (22) |
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Part Six Taste is the enemy of creativity |
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117 | (22) |
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Part Seven The art of war |
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139 | (34) |
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Part Eight Form follows function |
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173 | (22) |
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Part Nine The human mind is our medium |
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195 | (28) |
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Part Ten The journey is the destination |
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223 | (36) |
| Epilogue: Learning isn't the same as being taught |
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259 | |
Dave Trott is the author of Creative Mischief and 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', 'Lipsmackinthirstquenchin . . . Pepsi', 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.
