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Predatory Thinking Paperback – 6 Nov 2014
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A masterclass in out-thinking the competition
About the Author
Dave Trott is the author of Creative Mischief and currently Chairman of The Gate London, part of The Gate Worldwide. Born in east London, he went to art school in New York on a Rockerfeller Scholarship. From there he began an illustrious career in advertising, as part of the creative team behind 'Hello Tosh Gotta Toshiba', 'Aristonandonandon', 'Lipsmackinthirstquenchin . . . Pepsi', the Cadbury Flake ads and many, many more.
Dave's agency Gold Greenlees Trott was voted Agency of the Year by Campaign Magazine, and Most Creative Agency in the World by Ad Age in New York. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising.
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The book takes the form of a number of different short essays that include a little bit of knowledge that people can learn from. But Trott doesn’t preach – he lets the stories speak for themselves, and he invites the reader to participate by drawing their own conclusions. That’s good, because it helps you to learn, and that learning is enhanced by the way that it’s written. It almost feels like a poetry collection, and it certainly has that kind of vibe. It makes it stand out, and standing out is good.
I’m still a little skeptical when it comes to books like this because while I work in marketing, I also hate marketers. I think it’s the nature of the job. But Trott seems to share my point of view, and it’s refreshing to read a book that changes the way you think about things. Whether or not I’m able to take any of the lessons from the book and apply them to my own career…well, that remains to be seen. Overall, if we’re talking about inspirational reads, you can’t do much better than this.
The book is on advertising, which I admit, I didn't realise when I bought it, and it has nothing to do with what I do, but the advice, thoughts, and recommendations fit well with regards to creativity in sales, which is what advertising is all about, I suppose.
I buy and give more copies of this book to friends, colleagues and clients than any other, and that's the kind of thing I do quite a bit. STRONGLY recommended. And delightfully, not any sense of "I wish I'd written that", just "Aha!" and "Thank you!"
The message from Trott (second wave) is the same as the message from Ogilvy (first wave). When you stop being a student of advertising it's time to quit. If you think you're too good for this book, you're not. If you think you might learn from it, you are good and you will get even better.
A great book to dip in and out of for a snippet of inspiration
And like his previous Creative Mischief, I will be buying more copies to pass onto friends and coworkers whom I know will appreciate all he has to offer.
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Apart from anything else, he starts every sentence as is if were a new paragraph.