If you only believe in logic, you can’t perform magic

Rory Sutherland

A better way to brainstorm

“Asking the right questions is so critical to success … Get everyone in a room and ask ‘OK, what are all the things we’re assuming or simply lack information about?’ and then ‘Which of these areas of ignorance are highest priority?’ It is both immensely useful and enhances collaboration.”

Erika Hall, author – just enough research

Make your words work. Make your words count. And make your words dance.

Vikki Ross, copywriter

If brands … don’t stand for something, they’ll stand for nothing. And nothing is neither memorable or motivating.

Chaz Wrigley, Chairman – BBH Asia

The customer’s perception is your reality.

Kate Zabriskie, learning & development expert

The earth has music for those who listen.

William Shakespeare

What strategy and innovation are really about

“A company can outperform rivals only if it can establish a difference that it can preserve. It must deliver greater value to customers or create comparable value at a lower cost, or do both … delivering greater value allows a company to charge higher average unit prices.”

Michael E Porter, strategy visionary

Strategy is about barriers to entry

“In business, barriers to entry are required to generate superior returns … by definition, only sustainable barriers to entry can support sustainably outstanding performance … If we use the term strategic to describe an activity that is designed to enhance the long-term value of a business, then strategy is exclusively about establishing or reinforcing barriers to entry.”

Jonathan A. Knee, Bruce C. Greenwald, Ava Seave – The Curse of the Mogul

Humour help brands

“There are times – usually just before we make a buying decision – when we want facts and figures to help us decide. At these times, a rational, no-nonsense approach tends to work best. But mostly, marketing works in a different way: creating emotional associations, so we feel good about brands when we encounter them again later. This kind of brand advertising needs to charm and seduce us. Not persuade us. And as with other sorts of seduction, playfulness and humour work rather well for brands. They disarm our critical faculties, creating warm feelings towards brands.

Research shows its those feelings that drive long-term ROI. Advertising lacking charm can have the opposite effect. It raises our defences so we scrutinise its claims more critically … the net effect is poor sales and lower profits. Especially over the long term.”

Les Binet & Sarah Carter, ‘How not to plan’