“Companies make money by selling something at a profit. And, making a sale relies on a few simple factors: … The core foundations of marketing
“We spend so much time thinking about how marketing works, and how direct mail works, and how social media works, we’ve taken our eye off a more important question: how do people work?”
Rory Sutherland, creative industry legend
You have to be creative to do good science. Otherwise you just end up repeating tired old formulas. You are not doing anything new.
Stephen Hawking, scientific genius
Creative thinking is always absolutely necessary. We don’t want sterile views and clichés.
If you only believe in logic, you can’t perform magic
“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
Doing a movie has to scare you a little bit. Otherwise you’re not pushing it
David Koepp, Screenwriter, Jurassic Park
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