NOTESBYPRAVEEN_ISSUE9
Blah blah blah
Advertising is as trivial as washing milk bottles before putting them out at night — so don't be too serious or lofty about it
Some four reasons planners can draw from poetry aspects of what we do in the advertising business
Inventors vs. Engineers
Philosophy progresses not by producing better theories, but by eliminating confusion through the clarification of what we — in some sense — knew all along
Enthusiasm is common; endurance is rare (and what matters)
Get off the train of logic to get onto greatness
So you go home wondering many things, mostly why you spent the day washing a pig
Journey map = a visual depiction of how one goes about accomplishing a goal
Four types:
1 Empathy map (user)
2 Customer journey (users)
3 Experience map (mindsets)
4 Service blueprint (employees, products, processes)
Decision-making for risk ≠ Decision-making for uncertainty
Risk = you know all the alternatives, outcomes, odds (eg. poker, medical work)
Uncertainty = you don’t know all the alternatives, outcomes, odds (eg. marketing, marriage, jobs)
The misery quotient
Intuitive sensing is your greatest tool — to take you places where other vehicles can't
Our greatest challenge isn't imagination, which soars readily, but perspective, which is easily clouded by the present
Surprise or impress with consideration and craft
It’s nothing special for a dog