How to Come Up with an Idea If You're Not Ogilvy

"Creativity is much more often, than is commonly thought, about subtraction, about rejecting the unnecessary and superfluous."

Ideas are the hard currency of the advertising industry. Every day, creative agencies come up with numerous concepts for clients. In practice, the main way to find new ideas remains an extremely inefficient method of trial and error.

This book offers an alternative approach to finding unconventional ideas in advertising. Perhaps for the first time in advertising, creative techniques that allow for strong solutions without sifting through options are detailed, analyzed, and systematized. At the same time, psychological barriers that hinder the discovery of unexpected advertising moves are also discussed.

The book is intended for entrepreneurs, small and medium business owners, advertisers, and marketers interested in enhancing the effectiveness of intellectual labor.

Why the book is worth reading

From this book you will learn:

• why the recommendations "Think outside the box!", "Go around!", "Think differently!" are the very killers of creative thought;
• why the trial and error method is a surefire way to squander the intellectual resources of a business;
• how to make competitors advertise your services;
• why a true advertiser constantly feels like a failure.