Predatory thinking - how to outsmart the competition.
“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.” Dave Trott - Predatory Thinking.
Some of the greatest thinkers do so through allegory - said to be one of our best tools available for discovering new ideas.
In advertising it’s no exception that we discover and understand ideas by means of allegory to be able to successfully communicate them to millions of people. Like George Orwells “Animal Farm”, allegory uses an extended metaphor to draw parallels beyond itself, revealing ideas that might be overlooked with normal deductive reasoning.
The book “Predatory thinking” by advertising icon Dave Trott is no exception and does a wonderful job depicting the art of communication and advertising business through both insight and humor. Want to know why most clients approach advertising like unsuccessful Italian bomber-pilots during WW2 with planes stuffed of salami and mozzarella? Or want to know why a vivid imagination might prevent great police work? Predatory thinking is an approachable, light but yet insightful read that’s sure to entertain even non-advertising audiences.
If you’re short of time, here’s Dave giving a great talk about some of his ideas.
Nicolas Makelberge [Strategic Planner]