February 2016
Beginner to intermediate
448 pages
11h 26m
English
Content preview from Hey, Whipple, Squeeze This
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
IntroductionOn Being the Second-Smartest Person in the Room.
I got my first job in the business in 1979.
Some kid out there just went, “In 1979?? Dude, did they even have ads back then?”
Why, yes we did, thank you very much. My first agency job was at Bonetool, Thog & Neanderthal, and I worked on prestigious new products like Fire® and The Wheel.®
Actually, the kid does have a fair question. I mean, what can some 60-year-old know about digital advertising? Or animated GIFs, clickstreams, and superstitials?
As it turns out, a lot, actually, because to survive 33 years in the ad business, I had to stay completely up to the minute. And so will you.
You'll have to know about optimizing search engine results. You'll have to know what cool technology was just unveiled at SXSW Interactive. You'll have to know about APIs and RFIDs. And you'll have to keep learning new skills all the time.
Fortunately, you don't have to be an expert at everything. As a copywriter, I don't really have to know how to prototype an app. But if I want to be a valued member of my team, I basically have to be the second-smartest person in the room on that subject, and on every subject except copywriting…. Where I'd hope of course to be first-smartest.
Digitally, I've managed to hold my own through four editions of this book. Just the same, I figure it's time to bring in someone smarter than me on the subject.
Which brings me to our contributing author, Edward Boches. During his 31 years at agencies like Mullen ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access
More than 5,000 organizations count on O’Reilly
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.