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Predatory Thinking: A masterclass in out-thinking the competition
 
 

Predatory Thinking: A masterclass in out-thinking the competition [Kindle Edition]

Dave Trott
4.4 out of 5 stars  See all reviews (51 customer reviews)

Print List Price: £9.99
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Product Description

Product Description

Powerful strategies for how to out-think the competition – from one of the true greats of the advertising world.

Two explorers are walking through the jungle.
Suddenly they hear a tiger roar.
One explorer sits down and takes a pair of running shoes out of his backpack.
‘You’re crazy, you’ll never out-run a tiger,’ says the other explorer.
‘I don’t have to out-run the tiger,’ he replies.
‘I just have to out-run you.’


Predatory Thinking involves looking at a challenge you can't solve and getting upstream of it – changing it into a challenge you can solve. Written in the form of engaging, brilliantly lean anecdotes and stories, 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 that range from Second World War fighter pilots to Picasso, Socrates and Warren Beatty, this book represents the distilled wisdom of a lifetime at the creative cutting edge.

Book Description

Powerful strategies for how to out-think the competition -- from one of the true greats of the advertising world Two explorers are walking through the jungle. Suddenly they hear a tiger roar. One explorer sits down and takes a pair of running shoes out of his backpack. ‘You’re crazy, you’ll never out-run a tiger,’ says the other explorer. ‘I don’t have to out-run the tiger,’ he replies. ‘I just have to out-run you.’ Predatory Thinking involves looking at a challenge you can't solve and getting upstream of it - changing it into a challenge you can solve. Written in the form of engaging, brilliantly lean anecdotes and stories, 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 that range from Second World War fighter pilots to Picasso, Socrates and Warren Beatty, this book represents the distilled wisdom of a lifetime at the creative cutting edge.

Product details

  • Format: Kindle Edition
  • File Size: 242 KB
  • Print Length: 273 pages
  • Page Numbers Source ISBN: 0230770665
  • Publisher: Macmillan; 1 edition (23 May 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00CS5FR62
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (51 customer reviews)
  • Amazon Bestsellers Rank: #35,829 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
60 of 66 people found the following review helpful
1.0 out of 5 stars Read before you buy 1 July 2013
Format:Kindle Edition
This has been well reviewed by others, but I am at a loss to know why. It is no more than a list of pointless anecdotes.

It feels like being collared by an especially boorish retired executive at a bar some night and being browbeaten into listening to his "insights" into all that is wrong with the world

Who am I to say these will help nobody ? If they work for you then good. But before you buy, do make sure you randomly flick through and read one or two. If you like them they are consistent. If not..... they are consistent.It is an easy choice.

I was livid that I had bought a Kindle book online which I would never have bought in paper format in a bookshop. But fortunately Kindle's "quick return" policy means I was allowed to return it. I did.
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2 of 2 people found the following review helpful
3.0 out of 5 stars Good in parts 15 July 2013
Format:Kindle Edition|Verified Purchase
The book Predatory Thinking: A Masterclass in Out-Thinking the Competition is good in parts and has some valuable insights to how the advertising industry works, which can be used by the rest of us who dont work in advertising or creative industry in general. However the biggest issue I have with Dave is he makes a few lame remarks which expose his lack of research in some of the topics he dabbles in.

As an example in one part of the book he expresses his genuine admiration of some of the greatest minds - Hawkins, Winston, Dawkins etc. but does his credibility no favour by later in the book going on to say things such as there is no difference between logic and superstition - the very things people like Dawkins are vehemently against. He says things such as 'We've [those who rely on logic] just got different superstitions, thats all. Logic is our superstition'. Dave, if I admire somebody who is superstitious, I wouldn't like to compensate my position by trying to justify their superstitions. Rather I would overlook that aspect of theirs and focus on the other aspects that I genuinely admire.
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5 of 6 people found the following review helpful
5.0 out of 5 stars INSIGHTFUL, INTRIGUING AND ENTERTAINING 23 May 2013
Format:Hardcover
This really is a must-read book.

Enjoy a great writer on top form.
Admire Dave Trott's crisp, terse and haiku like style.
Read stories that illustrate Dave's thesis.
Outthink the competition by being creative.
Learn about Stanley Pollitt's sheep.
Regale your friends with the paradox of The Ship of Theseus
Discover how plumbers and advertising executives build trust
By the end you might think the often overused terms "masterpiece" and "master-class" are appropriate.

This collection of short essays is a joy to read and as they say "really makes you think."

Mr Trott has enjoyed a glittering advertising career and this quality of this book helps explain why.

The anecdotal approach will not be to everyone's taste. And the clipped prose makes the book better for repeated short sessions rather than a sit down holistic read.

But the contents and the style are highly distinctive.

The way it is written makes it particularly well suited to the Kindle format as the short sentences and self-contained tales are easy to navigate.

It uses many different illustrative examples to drive home the message that creative thinking solves problems and creates value. Both the style and substance of the book combine to convince you that Dave Trott is right with his argument.

Once you have read this book you won't forget it. Nor its message.

Only downside it you might start trying to write in Dave's style.
Not easy. He does it better.
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3 of 4 people found the following review helpful
5.0 out of 5 stars Insightful! 2 April 2014
Format:Hardcover|Verified Purchase
What a fabulous little book. Full of great anecdotal inspiration, humour and insight.

Unexpectedly, possibly one of the best business management books - ever!
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3 of 4 people found the following review helpful
5.0 out of 5 stars A must read 27 Mar 2014
Format:Hardcover|Verified Purchase
I love this book as it makes great points by telling good stories
One of my top 5 business books
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3 of 4 people found the following review helpful
By AK TOP 500 REVIEWER
Format:Kindle Edition|Verified Purchase
Dave Trott has - like many advertising executives before him - also taken a stab at passing on some of the acquired wisdom from his years in the industry to the wider audience, be it with the primary purpose to educate, or to raise enthusiasm for the field and his ventures in it.

Similar again to some, the focus lies on presenting a multitude of short stories from his life (with some literary references used, too), with which he tries to illustrate the points being made. While many of the points are faultless from a general business perspective (in the sense that the advice is likely to work) the presentation will be very much a matter of personal taste. At times the author comes across as rather brash (which may or may not work with various groups of readers) but more importantly, the whole book reads like a collection of almost bullet-pointed sentences, which in my opinion works much better in advertisements than books.

The second reason why I give it three stars is that this does not - again in my opinion - reach something like Ogilvy's Confessions of an Advertising Man in terms of quality of writing, or the presentation of the arguments (even though it is decades newer, I found few points that really struck me as novel, too - but would not detract stars from the book for that reason alone).

On the other hand, if you are looking for a concise guide on some 'predatory' style business thinking (with a focus on zero sum) and are more interested in war story type examples than a theoretical framework, all presented in a very short, easy to digest language, the book certainly has a lot to offer. And as said, much of the business advice is (as) sound (as it is common sense), so it is not all lost, even if you are not a fan of the style.
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Most Recent Customer Reviews
5.0 out of 5 stars Five Stars
Perfect reading material for anyone who learns through (short) stories.
Published 12 days ago by NickyTwoHats
3.0 out of 5 stars Good, quick read
Not sure it's all that profound but it's entertaining and (somewhat) thought-provoking. Not sure I'd have paid full price but I definitely enjoyed it.
Published 1 month ago by Amazon Customer
5.0 out of 5 stars Challenging my world view, and engaging with it
There's so much inspiration here, it is a book I want to read and re-read once every few months... Not just for advertising creatives but for anyone who is creative, in business... Read more
Published 1 month ago by Jackie
5.0 out of 5 stars Great points made with great humour
This was a set text for all sales and marketing execs at my company.

So I had to read it or incur the wrath of my boss.

Now I'm happy I did. Read more
Published 1 month ago by Nicholas Rees
5.0 out of 5 stars Fantastic
This is so much more than a book on design thinking, it's almost like one of those self help books on achieving better results in life!
Published 2 months ago by J. Robinson
4.0 out of 5 stars Great Book for Getting Your Head around Thinking Differently
I've been following Dave Trott's blog posts and this is a nice distillation of those. If you're unfamiliar with his writing, he writes how he speaks so it's short punchy sentences... Read more
Published 3 months ago by J. Farnhill
5.0 out of 5 stars Loved This book
Brilliant book full of Interesting facts - it certainly makes you look at things another way.
Well worth a read
Lynn Culver
The Thrifty London Guide
Published 3 months ago by Lynn Culver
5.0 out of 5 stars insightful, useful and applicable
What makes Trott's writing so good, is just how much it makes sense - it genuinely can be applied to life in spades. Read more
Published 3 months ago by ChrisF1982
5.0 out of 5 stars creative and thought provoking
I get the idea of predatory but prefer to think of this as a library of thought provoking anecdotes. I read it in a very enjoyable couple of hours, straight through.
Published 3 months ago by Peter Buchanan
5.0 out of 5 stars Dave Trott is a genius!
I feel compelled to respond to the person who gave this book one star "Read before you buy". Read more
Published 3 months ago by Wookborm
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