Predatory thinking : a masterclass in out-thinking the competition / Dave Trott.  (Text) (Text)

Trott, Dave
Call no.: BF637.C47 T76 2014Publication: London : Pan Books, 2014Description: 262 pNotes: Reprint. Originally published: London: Macmillan, 2013.ISBN: 9781447285342; 1447285344Subject(s): Competition (Psychology)Creative abilitySuccessSuccess in businessLOC classification: BF637.C47 | T76 2014
Contents:Introduction: Why Predatory Thinking? -- Part One Creative is an adjective not a noun -- Part Two Life is a zero-sum game -- Part Three 90% of advertising doesn't work -- Part Four You can run from it or you can learn from it -- Part Five Less really is more -- Part Six Taste is the enemy of creativity -- Part Seven The art of war -- Part Eight Form follows function -- Part Nine The human mind is our medium -- Part Ten The journey is the destination -- Epilogue: Learning isn't the same as being taught.
Summary: Predatory Thinking is a masterclass in how to outwit the competition, in ordinary life as well as in business. It is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies. Drawing on Eastern and Western philosophy, and colourful characters from Picasso and Socrates to Warren Beatty, this book represents a lifetime of wisdom learned at the creative cutting edge.
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Reprint. Originally published: London: Macmillan, 2013.

Introduction: Why Predatory Thinking? -- Part One Creative is an adjective not a noun -- Part Two Life is a zero-sum game -- Part Three 90% of advertising doesn't work -- Part Four You can run from it or you can learn from it -- Part Five Less really is more -- Part Six Taste is the enemy of creativity -- Part Seven The art of war -- Part Eight Form follows function -- Part Nine The human mind is our medium -- Part Ten The journey is the destination -- Epilogue: Learning isn't the same as being taught.

Predatory Thinking is a masterclass in how to outwit the competition, in ordinary life as well as in business. It is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies. Drawing on Eastern and Western philosophy, and colourful characters from Picasso and Socrates to Warren Beatty, this book represents a lifetime of wisdom learned at the creative cutting edge.

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