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Among the key ideas of the book, two stand out, First, the importance of the briefing, which is really the basis on which to build the creative process. You should invest twice as much time in the briefing as in the creative process in itself.
Second one: a good creativity revolves around the problem-solution dynamic. What problems do consumers have, what solution do we bring? This non-glamorous tip is essential. As he says, if we bring a solution to a problem of the consumer and state it in an eye-catching way, we got him!
A very down to earth, very useful and very unglamorous book. A good read.