Dave Trott: Predatory Thinking
In Predatory Thinking, Dave Trott offers a masterclass in how to outwit the competition.
The book draws lessons from from philosophy, military combat and colourful characters such as Picasso and Socrates.
Here’s five things I learnt.
Know that you don’t know. Rather than defending the tiny amount that we do know, we should embrace the huge amount that what we don’t. We think having an immediate opinion is a sign of strength. But saying ‘I don’t know’, opens the way for something new.
Blind brainstorms: When on a pitch sit down with the team before we you start researching and write down everything you know about the product, the brand and the market. This is the only time you’re actually in the same place as the consumer.
The backward telescope: Clients and agencies are so close to their brands that they see them as if they are magnified by a telescope. The consumer, on the other hand, is looking through the other end. The brand is a tiny part of their lives, if it exists at all.
Be sceptical, not cynical: Scepticism says, ‘I don’t believe it until you prove it.’ Cynicism says, ‘I don’t believe it even if you prove it’. All knowledge lies in scepticism. Bigotry and ignorance lie in cynicism.
Zero-sum marketing: Marketing is a zero-sum game. If you want something you have to take it from someone else. In order for someone to win, someone has to lose. If you’re growing but growing slower than your competitors, you’re not growing at all. You’re shrinking.
These lessons, and many others, have underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies.
You can pick yourself up a copy here.