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掠食者思考 出奇制勝的思考模式 Predatory Thinking 戴夫卓特 Dave Trott

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     PREDATORY THINKING
     A MASTERCLASS IN
     OUT-THINKING THE
     COMPETITION

     DAVE TROTT
           

     'A brilliant advertising copywriter
     and a great team leader. Genius'
     Sunday Times
             
    原價:593 優惠價:449

    凡戰者,以正合,以奇勝。故善出奇者,無窮如天地,不竭如江海。
    —— 孫子兵法,兵勢

    兩名探險者走在叢林裡,突然間傳來虎嘯聲。
    其中一人坐下並拿出背包裡的跑鞋。
    同伴說道:「你瘋啦!你跑不贏老虎的。」
    那人回答:「我不必跑贏老虎,只要跑贏你就行了。」

    英國廣告大師戴夫.卓特旁徵東西方哲學、博引各色三教九流,舉凡從二次大戰戰機駕駛到印象派大師畢卡索、哲學家蘇格拉底甚至借鏡好萊塢影星華倫.比提,以發人深省的軼聞趣事,從廣告的觀點出發,闡述何謂創新《掠食者思考》。


    Powerful strategies for how to out-think the competition -- from one of the true greats of the advertising world

    Two explorers are walking through the jungle.

    Suddenly they hear a tiger roar.

    One explorer sits down and takes a pair of running shoes out of his backpack. "You're crazy, you'll never out-run a tiger," says the other explorer.

    "I don't have to out-run the tiger," he replies. "I just have to out-run you."

    Predatory Thinking involves looking at a challenge you can't solve and getting upstream of it changing it into a challenge you can solve. Written in the form of engaging, brilliantly lean anecdotes and stories, it is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies.

    Drawing on Eastern and Western philosophy, and colourful characters that range from Second World War fighter pilots to Picasso, Socrates and Warren Beatty, this book represents the distilled wisdom of a lifetime at the creative cutting edge.
       
    戴夫.卓特 Dave Trott
    Dave Trott is the chairman of the full-service creative agency The Gate London. It is part of The Gate worldwide, which has offices in New York, Hong Kong, Singapore, Edinburgh, and Dublin. His former agency, Gold Greenlees Trott, was voted Agency of the Year by Campaign Magazine, and Most Creative Agency in the World by Ad Age in New York. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising.
     

    作者:戴夫.卓特 Dave Trott
    版本:First Edition
    規格:精裝,14 x 20.6 x 2.9 cm,300頁
    出版商:Macmillan
    出版日期:2015年04月01日
    語言:英文
    ISBN-13:978-0-230-77066-9
    Predatory Thinking 全新書。

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    掠食者思考 出奇制勝的思考模式 Predatory Thinking 戴夫卓特 Dave Trott

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