How to Shape Human Behavior for Advertisers

How to Shape Human Behavior 2nd Edition – Book Preface Thanks to Olivier Massanella for helping with the print cover of this 2nd edition (paperback available on Amazon), and a very special thank you to the professionals who… Read More

115. Integrated Product Design: Building a Generalist/ Specialist Business

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67. Damien Sterbecq on Strategic Planning & The Collision Between Uber and The Parisian Taxis

Business Director of Brand Activation and Digital for Cb’a, Damien Sterbecq has 20+ years experience helping brands succeed in product packaging, retail and digital: the three main consumer touch points.

If you want to produce special work, it’s worth collaborating with special people. Hegarty on Creativity by Sir John Hegaty of BBH

Having the courage and determination to focus on one subject or area of expertise gives you the solid foundation that is absolutely necessary if you’re to come up with a truly great idea, one that will be key… Read More

Too many creative people think they don’t need to specialize, that they can have lots of ideas in lots of different subjects all of which are going to be great. Hegarty on Creativity by Sir John Hegaty of BBH

It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion. You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good…. Read More

To create great work you should be making up your own beliefs as you go along, changing them one day to the next, always pushing against the boundaries of current thinking, trying to escape the confines of conventional… Read More

In the end, everything is connected and the more connections you make the more interesting your work will become. Hegarty on Creativity by Sir John Hegaty of BBH

Stay open to new ideas, new places, and new people will feed your creative soul. Lack of inspiration may be just another way of saying lack of experience. Hegarty on Creativity by Sir John Hegaty of BBH

Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two. Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their… Read More

You can’t be good at everything. The skill is to work with someone who is good at what you are not. Hegarty on Creativity by Sir John Hegaty of BBH

Don’t confuse innovation with novelty. You may have successfully designed the latest shiny object for people to get excited about…at least until a new shiny object came out. And that’s the reason product features are more a novelty… Read More

Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance. This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and… Read More

Break things. All our life we’re told to make things. Breaking things is a process from which you can learn so much more if you decide to learn from somebody else whose done something great and break it… Read More

Loss Aversion: we hate losing what we’ve got. When we copy, we justify it. When others copy, we villify it. Most of us have no problem with copying – as long as we’re the ones doing it. Everything… Read More

Creativity isn’t an objective pursuit. Its value can’t be measured the way other skills can be. Eventually, of course, its value will be confirmed, but often long after it was created. Hegarty on Creativity by Sir John Hegaty of BBH

A designer’s best asset is not the ability to be brand specialists, but their instinct to see the interconnectedness of the world in a humanistic way. Brand Jam by Marc Gobé

Design is about solving problems that humans have, not problems that products have. Mills Baker. “Designer Duds” (via peterspear)