[Sid Peimer] The difference between an illusion and a delusion is this: when Usain Bolt broke the 100m and 200m world record, it looked as if he was jogging. That's an illusion. If you think you can beat his time, that's a delusion.
[Sid Peimer] The term 'strategic intent' entered our lexicon in 1989 with an article by that title appearing in the Harvard Business Review. The authors are Gary Hamel and (the late) C K Prahalad.
[Sid Peimer] The cash register in an agency is the PowerPoint presentation (not just the PowerPoint, but the whole package that comes with it - which is usually you).
[Sid Peimer] I am not going to pontificate upon the merits of creative awards, neither the fact that a large amount of winning entries are not necessarily in the interests of paying clients.
[Sid Peimer] I always thought that you were either creative or not. I also felt that I had an uncanny ability to determine whether an applicant would be a good planner or not. Either you had it or you didn't. Boy was I wrong.
[Sid Peimer] Imagine you're at a workshop, and that you're matched with another delegate. Your task is to explain how to buy a Big Mac from a drive-through. The twist in the tale is that you must assume the person is from the 1700s.
[Sid Peimer] This is the second in a two-part series on insights. The first article 'Why insights should not be in creative briefs' can be found here.
[Sid Peimer] Don't panic. I'm not saying that insights aren't important. I'm just saying that they're not a prerequisite for great advertising.
[Sid Peimer] Say for example there is a drug on the market that enhances creativity. Just say. We call that Drug A...
[Sid Peimer] An innovation blind spot cost Philips Electronics US$2.5bn in the form of write-offs. They brought out the magnificent HDTV in 1980; unfortunately they were 20 years too early.
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