I will get around to returning this to the bookshelf in the office kitchen, I swear, just let me read it one more time.
Predatory Thinking: A Masterclass in Out-thinking the Competition. An eye-catching cover design with more imagination-capturing stories inside. Dave Trott is a famous adman. The whole book is a series of short stories (plenty of non-adland ones in there, but enough to make any marketer grin knowingly) that demonstrate predatory thinking. Which is very much needed; what is predatory thinking anyway? The title of the book and the blurb on the back might make you think its all about besting someone else, outfoxing and winning. But Dave's view is broader than this. For him its about creativity, changing the context of a problem until it is a problem you can solve and applying your thinking in ways that no-one else has thought of.
Here are some pf the stories that made me think, and what exactly I thought of them:
Overall, whilst the book is entertaining, by the second third of the book Dave has gone off piste and back to his familiar territory of advertising, with most of the anecdotes lecturing about what good advertising is and what it isn't. He's a little bit guilty of doing the very thing he says the best advertising doesn't do: talking to ourselves [advertisers] rather than the people, and believing the people should listen. If you are okay with a little bit of creative agency lecturing from a legendary director then go right ahead, its worth it for the stories that are about real life - kids, accidents and dreams.
- REVIEW: Predatory Thinking by Dave Trott