Crossover Creativity : Real-life stories about where creativity comes from / Dave Trott.

Format:

Book

Author/Creator:

Trott, Dave, author.

Language:

English

Subjects (All):

Advertising--Case studies.

Advertising.

Creative ability in business.

Creative thinking--Case studies.

Creative thinking.

Physical Description:

1 online resource (190 pages)

Place of Publication:

Petersfield, Hampshire, England : Harriman House Ltd, 2023.

Summary:

Ideas don't come from nothing.They come from what is already inside people's brains.And so it's not true to say that people have ideas.In fact, ideas have people.The more you read, watch, observe and consume, the more fuel for ideas you have in your brain, and the more ideas will happen for you.In this latest collection of stories about creativity in real-life situations, Dave Trott shows where great ideas have come from--as a guide for those who have to generate ideas in advertising, business, or the wider world.

Contents:

Intro

CONTENTS

ABOUT THE AUTHOR

INTRODUCTION

PART 1: LETTING IDEAS IN

THIS ISN'T AN EXAM

ANOTHER GLASS OF WINE?

OLD TECH v NEW TECH

EQUAL DOESN'T MEAN THE SAME

WHEN THE ANSWER ASKS THE QUESTION

YOU SNOOZE, YOU LOSE

WHO SAYS I HAVE TO DO IT THAT WAY?

PHONING IT IN

INTELLIGENCE ALONE ISN'T CREATIVE

PART 2: WHEN ORDINARY IS EXTRAORDINARY

ADVERTISING FOR REAL PEOPLE

SIMPLE, TIMELESS TRUTHS

USE YOUR DISADVANTAGE

USE YOUR LOAF

WORDS GO VIRAL

COME OFF BROADCAST, GO ON RECEIVE

THE CLARITY OF DESPERATION

HOW TO BE HUMAN

WE DON'T CONTROL THE CONVERSATION

SABOTAGING OURSELVES

PART 3: DON'T LOOK WHERE EVERYONE ELSE IS LOOKING

NEW MEDIA ISN'T EVEN NEW

NO PROBLEM, NO OPPORTUNITY

YOU DON'T WIN JUST BY GOING FASTER

WOKE v JOKE

CHANGING THE GAME

DON'T GO WITH THE FLOW

RING THE BELL

CURE FOR DEPRESSION

SCHOOL v WORLD

PART 4: WHERE DO IDEAS BEGIN?

THE FIVE WHYS

THE BIG IDEA STARTS IN THE BRIEF

PULP FACT

THE ADVERTISING ELEPHANT

WE DON'T NEED STRATEGISTS, WE NEED PLANNERS

THE ABILENE PARADOX

THERE ISN'T A RIGHT BRIEF

TELL US WHAT, NOT HOW

THE ANSWER IS BRAND, NOW WHAT'S THE QUESTION?

WHY THE FIRST BRIEF IS WRONG AND LAZY

PART 5: WHO DECIDES WHAT'S AN IDEA?

WHAT IS BRAND?

DRINKING THE LABEL

ALGORITHMS CAN'T DO CONTEXT

CONVEYOR-BELT THINKING

TARGETING YOUR AUDIENCE

WHAT INFLUENCES THE INFLUENCERS?

THE PENDULUM SWINGS BOTH WAYS

A PICTURE IS WORTH A THOUSAND BOMBS

ADVERTISING ISN'T SWITZERLAND

PART 6: A GREAT IDEA DOESN'T CARE WHO HAS IT

WHY ARE WE ADVERTISING?

KNOW EVERYONE ELSE'S JOB

I DON'T KNOW WHAT I WANT, BUT I WANT IT NOW

THINK SMALL

REALITY ISN'T PERFECT

THE AVERAGE IS NOT THE MAJORITY

STEPPING UP

BAD DATA

WHAT'S THE GOAL?

USING CUSTOMERS AS ADVERTS.

PART 7: HOW TO PUT IDEAS INTO WORDS

WORDS BEAT DATA

WRITE LIKE PEOPLE TALK

KNOWLEDGE NEGLECT

THE BANKSY OF GRAMMAR

SIMPLICITY WORKS, COMPLEXITY DOESN'T

NO ONE READS THE SMALL PRINT

RULE OF THUMB

DON'T BE A SCUNTHORPE

TRUTH IN ADVERTISING?

PART 8: ACCIDENTS, MISTAKES, OR IDEAS?

EVERYTHING HAS VALUE IF YOU LOOK

ACCIDENTAL CREATIVITY

SWITCHING OFF OUR COMMON SENSE

WHEN PREPARATION MEETS OPPORTUNITY

NEVER STOP QUESTIONING

WE CAN'T OWN KNOWLEDGE

MONEY: BY-PRODUCT OR END-PRODUCT?

TALKING INTO A MIRROR

GAMING THE DATA

PART 9: SELLING IDEAS v IDEAS THAT SELL

ZOHNERISM

ALL MAYONNAISE AND NO SALAD

ADVERTISING ISN'T SELLING

ARE WE SELLING THE FOREST OR THE TREES?

WHO'S THE GREATER FOOL?

DEPRIVATION MARKETING

TOOLBOX IN A SPRAY CAN

WHAT WE WANT VERSUS WHAT WE NEED

AN ADVERTISING STORY

DON'T LOOK FOR AGREEMENT

PUBLISHING DETAILS.

Notes:

Description based on print version record.

ISBN:

9780857199898

0857199897