NOTESBYPRAVEEN_ISSUE10
Blah blah blah
The basic mechanics of account planning
Art of creative endeavour
Strategy is a craft
(Like advertising is a craft)
Elon Musk on meetings craft
The difference is craft
Principles for stronger advertising
The five strategic options for agency models:
Consolidate (merge agencies)
Simplify (improve efficiency)
Diversify (add muscles)
Specialise (do one thing well)
Vertically integrate (get upstream into consultancy or downstream into media/entertainment)
True love, like true art, is a meeting of the improbable and the inevitable
Creating Fame, Feeling, Fluency → market share growth across categories with an average correlation of +0.9
Tone is tangible
250 things a person of taste should know
The distance of a whisper
The need for freaks
The pleasures of suburbs
The idea of too close
Perspective by hand
Aristotle
Where to eat
Why
Vitruvius
Sentence structure
Golden ratio
Geography
Who pays
Who profits
How to sit
How to get lost
How to listen closely
How to ride a bicycle..
One thing leads to another