Posts tagged "Dave Trott"

Communicating two strong propositions in one ad is like welding a JCB to a Ferrari

Communicating two strong propositions in one ad is like welding a JCB to a Ferrari

February 20, 2019 Posted by Excerpts 0 thoughts on “Communicating two strong propositions in one ad is like welding a JCB to a Ferrari”

Whereas with a complicated proposition you dilute and fragment your message.

Less important points don’t add to the communication.

They detract from the most important point.

That’s what the single-minded proposition is all about.

That’s why we need people to make the effort to decide what is absolutely essential.

Not just people who think of what else they can include.

Welding a JCB to a Ferrari doesn’t make a machine that can dig roads at 200 mph.

It makes something that can’t do either job properly.

Excerpt from: Predatory Thinking: A Masterclass in Out-Thinking the Competition by Dave Trott

One Plus One Equals Three: A Masterclass in Creative Thinking

One Plus One Equals Three: A Masterclass in Creative Thinking

January 4, 2019 Posted by 0 thoughts on “One Plus One Equals Three: A Masterclass in Creative Thinking”

One Plus One Equals Three: A Masterclass in Creative Thinking

One Plus One Equals Three: A Masterclass in Creative Thinking

By Dave Trott.

One Plus One Equals Three by Dave Trott

Smart Nudge to Reduce Littering

October 24, 2018 Posted by Excerpts 0 thoughts on “Smart Nudge to Reduce Littering”

A writer at out agency, Rob DeCleyn, found another great example of choice architecture in his local paper.

A village in Kent had a problem with litter.

Sweet wrappers, crisp packers, soft drink cans and bottles were strewn all over the streets.

But the local shopkeeper didn’t complain or nag the children.

He just wrote their name on the crisp and sweet packets when they bought them.

That’s all, just the child’s name.

And the litter problem cleared up almost immediately.

That’s choice architecture.

The children could still choose to throw their wrappers in the street.

They didn’t have to put them in the litter bin.

The only difference was that now everyone would know whose litter it was.

Excerpt from: One Plus One Equals Three: A Masterclass in Creative Thinking by Dave Trott

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