問題 • 答案
The need to beware of colleagues:
‘Men are so false, so insidious, so deceitful and cunning in their wiles, so avid in their own interest, and so oblivious to others’ interests, that you cannot go wrong if you believe little and trust less.’ –GUICCIARDINI
The need to lie and exaggerate:
‘If you are involved in important affairs, you must always hide failures and exaggerate successes. It is swindling but since your fate more often depends upon the opinion of others rather than on facts, it is a good idea to create the impression that things are going well.’ –GUICCIARDINI
The need to threaten:
‘It is much safer to be feared than loved. Love is sustained by a bond of gratitude which, because men are excessively self-interested, is broken whenever they see a chance to benefit themselves. But fear is sustained by a dread of punishment that is always effective.’ –MACHIAVELLI
“You shouldn’t think that everyone’s equal. Because some people are given different things from the time they’re born. The poor shouldn’t try to act like the rich. A stupid person shouldn’t try to act like he’s a scholar. A poor person should find happiness in frugality, and a stupid person do his best with what he’s capable of. Seek something above your station and it will only lead to sorrow. God is carefully watching us all and will punish you if you reach too high.” – Akiko
Don’t start with the product; start with a need or want: Vegetable juice is a product; nutrients are a need; relief from guilt over abad diet is a want. Sunblock is a product; avoiding skin cancer is a need; looking younger is a want. Automobile tires are a product; keeping one’s children safe in the car is a need; looking cool on the road is a want.
Don’t judge; discern: If the ad that results from your efforts is not to your or the client’s personal liking, remember that the point is to appeal to the target audience, not to yourself or the advertiser.
Reactance: Our interest in a behaviour tends to increase when our freedom to participate in it is limited. Reactance also can work in reverse: a high-pressure sales pitch can cause a shopper to shun an item, even if initially interested in it.
Insight on insight: An insight is not an observation or invention. When it is eventually found, an insight will be both broad and specific: it will reveal a human truth or cultural-scale experience, yet will connect concretely to the product or product category. It will surprise, inspire, and provide clarity. It will feel something you had not thought of before yet were aware if all along.
We “see” from top to bottom, left to right: In the West, we tend to view images in the same manner that we read: our eye usually starts at the upper left. For this reason, vehicles shown in profile often face to the left. This allows us to “read” their shape from front to rear.
Emote with color:
Black: authoritative, powerful, mysterious, chic
White: pure, clean, innocent, straightforward
Brown: earthy, solid, steadfast, sincere, predictable
Green: natural, fertile, renewable, moneyed, envious
Blue: peaceful, calm, stable, conservative, responsible, sad
Red: passionate, important, dangerous, active, angry
Orange: healthy, energetic, earthy, dangerous
Yellow: happy, cheerful, cowardly, cheap
Purple: creative, imaginative, royal, romantic
“The worst thing is, you never know when somebody’s going to just disappear.”
“I stopped doing that kind of thing a long time ago,” Tutti says. “You know–putting off stuff and not doing anything, and not going and seeing somebody when I really wanted to. I stopped that. It’s too risky… You should just go and see someone when you can, right?”