I'm
sure I'm not the only person in advertising that has been recommended
about 3 million must-read books about behavioural economics, strategy,
thinking differently, problem solving, social anthropology... the list
goes on. So it's with a bit of trepidation that I'm writing this post.
Having said that these three books all made a big impact on how I work
fairly immediately and I think that's worth sharing.
A Technique For Producing Ideas
This
book is 45 very small pages long, you can read
it in half an hour. That alone almost makes
it worth reading. However the legendary Bernbach makes an even more
compelling case than that - 'James Webb Young conveys in his little book
something more valuable than the most learned and detailed texts on the
subject of advertising.'
