“Our findings confirm the conventional wisdom that creativity matters: Overall, more-creative campaigns are more effective – considerably so … a euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”
Werner Renartz, Professor of Marketing at the University of Cologne & Peter Saffert, research associate at the University of Cologne in Germany. via Harvard Business Review
There may be a gap in the market, but is there a market in the gap?
Andrey Ivanov, Business Games podcast
Don’t start with what you want people to do. Start with what people want to do.
Dave Trott, advertising legend
What keeps people reading is when you say things that are surprising but relevant
Drayton Bird, copywriting 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
“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