Alexey Ivanov - How to Create an Idea If You Are Not Ogilvy
Why are recommendations like «Think outside the box!», «Go around», «Think Different!» the real killers of creative thought? <br/> What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person? <br/> What is the ideal product and how does it help to sell the real product? <br/> What is a powerful approach ad people can borrow from physicists and children? <br/> Why is the trial-and-error method a sure way to waste intellectual resources? <br/> How do you force competitors to advertise your services? <br/> What is functional blindness and how does it reduce human creativity? <br/> How can you compel a banker to pay you 10 times more for your job? <br/> Why does a true ad man constantly feel like a loser? <br/> How does a poetry reading improve response on copywriting? <br/> Which useful insights can an advertiser learn from a taxi driver? <br/> How has symmetry prevented seeing the obvious solution during seven decades? <br/> Which tool is the favorite among advertising men of all countries, times, and nationalities? <br/> Alexey Ivanov, one of the best 'advertising men' and copywriters in Russia, gives convincing answers and provides fresh new insights.
