How to Come Up with an Idea If You're Not Ogilvy

In the advertising industry, ideas are considered the main value. Every day, creative agencies develop many concepts for clients, yet in practice they often rely on an ineffective trial-and-error method. This book proposes an alternative approach to finding original ideas, where—first in advertising—creative techniques are systematically presented and analyzed to achieve strong solutions without unnecessary experiments. It also discusses psychological barriers that prevent people from finding unexpected advertising solutions. The book is aimed at entrepreneurs, owners of small and medium businesses, advertisers, and marketers who want to increase the productivity of intellectual work.