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