Creative Blindness - and how to cure it

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Creative Blindness - and how to cure it

By Dave Trott (2019) 

This is a book about the people that Churchill called corkscrew thinkers and why what they do are more valuable than gold.

It's a good book man, but for heaven's sake go easy on the pathos. 

Dave Trott is a British creative director and copywriter that been impregnating the world, sins forever, with his unique and quite crass look at advertising and creativity. A sort of evidence-based 'fuck art lets dance' attitude that I just gotta love. Or as Trott says creativity is your unfair advantage. 

 “We’ve got no money, so we’ve got to think” Ernest Rutherford

As always, no matter what medium, Dave Trott's a genius. The insights are fantastic, but to me, it gets a bit lost in the same Pareto principle trap that, according to Mr Trott, most marketers are trapt in. It's way too many stories, 20% would have been enough. The insights get drowned in a tsunami of stories. The excessive telling of third party stories trend must stop. We believe you! No need to prove every theory with stories in absurdum. I call for more logos and less pathos.

One of Dave Trott's insights are stupid people confuses complexity with intelligence, when a truly genius solution strip off everything until just a simple timeless human truth remains. Less is more, and this book suffers a bit from the opposite

Enough already! It's a good book, but if you want to get Daves genius with 80% fewer stories I recommend you check him out on Youtube. There is some truly great stuff on there. See links below.

Top 3 Takeaways 

  1. Creativity is a muscle. Do your exercise
  2. Advertising needs to change user behaviour otherwise it ain’t working 
  3. Marketing triage - one-third of people will buy from you no matter what, one-third will never buy and one-third can be persuaded by marketing. Focus on the third you can change. 

Cost-book-benefit 

The guy is a marketing genius and the way he goes about explaining his insights makes it so easy to understand. But it's too many stories, to the point where they become a bit pointless. 

Buy
--> Borrow
Burn



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Deep linkage

Catch Dave on Youtube 
The Art of Persuasion (1) - https://youtu.be/tYsPAGj6_hU
The Art of Persuasion (2) - https://youtu.be/nw5BdesoV7Q



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