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One Great Insight Is Worth a Thousand Good Ideas: An Advertising Hall-of-Famer Reveals the Most Powerful Secret in Business Phil Dusenberry 
 Format: Paperback, 304pp. ISBN: 9781591841425 Publisher: Portfolio Trade Pub. Date: October 3, 2006 Average Customer Review: 
For Bulk Orders Call: 626-441-2024  Description and Reviews From The Publisher: We Bring Good Things to Life It's Not TV, It's HBO Visa: It's Everywhere You Want to Be These aren't just advertising slogans; they're game-changing insights. And according to ad industry legend Phil Dusenberry, whose team at BBDO created these and many other brilliant campaigns, one big insight is worth a thousand good ideas. An idea can lead to one clever commercial. But a true insight can define a brand for years to come and turn an entire industry upside down. Dusenberry, who turned BBDO/NY into a creative powerhouse, shares his best advice and funniest stories in Then We Set His Hair on Fire. You are there with Phil as he...
And last but far from least... In this entertaining yet practical memoir, Dusenberry reveals what really works in the fiercely competitive game of trying to stick in the consumer's mind. And he shows how anyone can approach marketing problems from a unique angle and hit home runs, not just singles. Many things have changed since Phil Dusenberry started writing ad copy, but his insights are as true now as they ever were. This is a fun-to-read book that will change the way you think about advertising. "This is a book about insights in business—how we get them, how we recognize them, how we keep them coming."  Reader's Index Send us your favorite quotes or passages from this book. • "Insights come in all shapes and sizes. Management guru Peter Drucker is hailed and admired as 'the man who invented business' largely because of seven decades' worth of essays on management in more than thirty-five books. But if you pore through Drucker's books hoping to find a treasure trove of specific ideas and practical advice on how to run a business, you will be sorely disappointed. That's because Drucker doesn't traffic in ideas. Insights are his currency, and his books reveal him to be a man who is a virtual insight machine. Drucker won't tell you how to make a cold call, but he will get you thinking about the implications of cold calls, and whether your business is too dependent on them and what that says about how you treat your old customers. Drucker won't tell you how to fire an unruly employee, but he will get you thinking about the criteria for employees to keep and employees to jettison. His insights usually take the form of Socratic questions that make you look at the world through sharper lenses. When Drucker famously asked a CEO of a big multinational company to ask himself, 'If you didn?t this business now and had a chance to buy it, would you?' he was doing something far more valuable than listing reasons to keep or fold a division. He was teaching the CEO how to think, much like the ancient saying, 'Give the man a fish, and he'll eat for a day. Teach a man to fish, and he'll eat for a lifetime.' Drucker was helping the CEO see the world from a new perspective—with a rigor and logic that is impossible to refute. The best insights do that." Pg. 8-9 "In this book I have stressed the difference between ideas and insights. Ideas are a dime a dozen; anyone can have them. They can be good or bad ideas, saving your hide in some cases, wasting your time in others. The best thing about a good idea is that it forces you to act. Insight is rarer, and infinitely more precious. A strong insight can fuel a thousand ideas, a thousand reasons to act and make something happen. That, more than anything, should be your reason to fight and persevere for your own insight moment. When you are armed with a powerful insight, the ideas never stop flowing." Pg. 276 "Insights and great ideas don't come to you with clockwork precision. They come at their own pace. If you have had useful insights in the past, you will have them again in the near future." Pg. 201 "Get a life outside the office. The richer your life beyond the business, the richer the work within." Pg. 272 About the Author Phil Dusenberry joined BBDO as a copywriter in 1962 and rose through the ranks to become chairman and chief creative officer of BBDO North America, transforming it into the leading creative shop on Madison Avenue and the flagship of the Omnicom empire. He was inducted into the Advertising Hall of Fame in 2002. Table of Contents
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