I read this book for some guidance to try get my motivation and inspiration back. I found it a really enjoyable read and some really valuable points. Some things I took away from it:
- energy
- seek criticism not praise
- whats wrong with it?
- how can i make it better?
- don't covet ideas - more will come back to you if you share
- don't look for next opportunity - one you have is it
- accentuate the positive
- find whats right about your product or service and dramatise it
- eliminate the negative - avoid knocking competition
- 'a technique for producing ideas' -James Webb-Young
- don't put cleverness in front of communication
- find out the problem - discover the solution
- ask the right questions, get the right answer
- don't promised what you can't deliver - undersell
- possible weaknesses & ways to resolve them
- know your clients aims
- do it his way then do it your way
- take no for an answer - go back with a new idea
- when it can't be done, do it
- if you don't do it, it doesn't exist
- no one will put money into something they don't understand so show them
- if you can't solve a problem its because your playing by the rules
- the person who doesn't make mistakes is unlikely to make anything
- it's wrong to be right - right is rooted in the past/rigid/dull
- it's right to be wrong - anything is possible
- don't be afraid of silly ideas
- do opposite of what the solution requires
- look out window - make that the solution to your problem
- how you perceive yourself is how others will see you
- it's not what you no, it's who you know
- don't give a speech put on a show
- getting fired can be a positive career move
- doing a layout means having an idea should be recognisable from afar
- subconscious realisation
- compose your ad from the weakest point
- be unfashionable - take risks
- 'i don't write music, i invent it'
- rough layouts sell the idea better than polished ones
- clients won't see big idea if to polished
- hard to imagine anything else
- can't get involved in it
- sketch/take through/use there imagination
- if you get stuck, draw with a different pen - free your thinking
- suppliers are only as good as your are - the art is to inspire them
- don't brief to tightly or theres no freedom to make there work the ting you employed them for
- dont' be afraid to work with the best approach them with attitude the you want do something well
- get our of advertising
- seek inspiration from unexpected sources
- do not try win awards - be true to your subject, more likely to create something timeless
- make your company great - talk it up
- find out what they mean by 'creative'
- slogans win business
- find a way of summing up what the client feels but can't express themselves
- repeat the line - instead of covering the wall with different ideas of sketches, use the same line with slightly different visuals
- wave clients flag in front of him - use there colours even if it looks naff
- present creative work first
- present on a tuesday
No comments:
Post a Comment