CONTENTS
Chapter 1: Salesmen Don’t Have to Wear Plaid
The 1950s: When Even X-Acto Blades Were Dull.
“What?! We Don’t Have to Suck?!”
Portrait of The Artist As A Young Hack.
Chapter 2: A Sharp Pencil Works Best
Why Nobody Ever Chooses Brand X.
Staring At Your Partner’s Shoes.
Why The Creative Process is Exactly Like Washing A Pig.
The Sudden Cessation of Stupidity.
Chapter 3: A Clean Sheet of Paper
Saying The Right Thing The Right Way.
Get Something, Anything, On Paper.
“Do I Have To Draw You A Picture?”
“The Reverse Side Also Has A Reverse Side.”
A Few Words About Outdoor. (Three Would Be Ideal, Actually.)
A Few Things Before We Break For Lunch.
Chapter 4: Write When You Get Work
Whatever You’re Making, Make it Way Better Than it Has To Be Made.
95 Percent of All Advertising is Poorly Written. Don’t Add to The Pile.
A Few Notes on Design and One On Thinning The Herd.
Insanity, Office Politics, and Award Shows.
Chapter 5: Concepting for the Hive Mind
The New Creative Person is T-Shaped.
What The New Ideas Look Like, Besides Cool.
“C’Mon Dad, Tell Us Just One More Interactive Or Transmedia Narrative, Pleeease?”
This is Not “The Section” On Social Media.
