Joshua Smith Quotes

People learn by comparison.

They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.

When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.

When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.

That’s a provocative statement, but hard to learn by.

Joshua Porter “How to redefine a product category” (via peterspear)
Joshua Smith Quotes

Respect don’t revere.

Putting anyone on a pedestal is dangerous. It implies they’re better than everyone else; but they’re not.

We’re all stepping-stones for the next generation.

Hegarty on Creativity by Sir John Hegaty of BBH
Joshua Smith Quotes

For most of us, anger amounts to stress, and the worst type of stress at that.

But for artists, anger can be a positive force.

If focused and channeled into a piece of work, it is capable of producing something of great profundity.

Hegarty on Creativity by Sir John Hegaty of BBH
Joshua Smith Quotes

When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’

That is why a brainstorming session is a complete and utter waste of time for the truly creative person.

Creativity doesn’t work like that. Too much thinking jeopardizes the creative process.

Hegarty on Creativity by Sir John Hegaty of BBH
Joshua Smith Quotes

Our rational mind is always looking for evidence to support our dominant beliefs…

the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence.

This confirmatory bias is why we often overlook the flaws of the ones we love, even if that loved one is a brand.

We focus our attention on the positive qualities of the brand while ignoring the deficiencies.

7 unconscious errors we make when buying brands by Douglas Van Praet
Joshua Smith interview

Any great work, regardless of medium, is almost certainly expressing a distinct point of view.

But if that point of view doesn’t contain a truth, then you can bet that the work’s impact will be fleeting.

Hegarty on Creativity by Sir John Hegaty of BBH
Joshua Smith interview

One of the problems with advertising experts is that they have a free pass.

They go around to conferences, they talk to the press, they write stupid blogs, and they make profound and confident statements about the advertising industry.

And no one ever goes back and checks up on them.

The Golden Age of Bullshit by Bob Hoffman
Joshua Smith interview

The purpose of marketing is not merely to secure the attention, participation and purchases of the fans alone.

Brands depend on retaining and attracting legions of buyers who don’t know our brand well, and don’t buy it very often.

The Participation Paradox by Martin Weigel
Joshua Smith interview

Customer touchpoint opportunities are proliferating faster than brands can adapt.

With so many platforms on offer, only those brands that pair their products with well-designed services will retain consumers’ affection.

This is blurring the lines between products and services.

James Deakin. Fjord. “Five key technology trends that will hange our lives this year” warc sub req’d (via peterspear)
Joshua Smith Quotes

Advertising works by a process of Unconscious Behaviorism.

We are being conditioned by the media on a deep unconscious level and it is this implicit associative emotional conditioning that drives our brand preferences.

We make decisions by emotional association more so than rational analysis.

7 unconscious errors we make when buying brands by Douglas Van Praet
Joshua Smith interview

Typography is important because it carries the message of a brand.

Very often you can tell what a brand is going to say to you just by looking at the typography before you even read the words.

Stewart Devlin, Chief Creative Officer at Red Peak