036: Dave Trott on 30 years of advertising creativity
A LOAD OF BS ON SPORT
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Turning Problems on Their Head
When it comes to finding creative, less obvious solutions, when you're problem solving, you talk about the concept of reversing the lem or addressing it from the other's point of view. You recommend getting upstream of the problem and changing it into an opportunity. Can you explain what that means in real terms? Ow kind behavr or economic you call it choice architecture. I get up stream so that the problem never happens. The simple one tat we used to use that everybody knows, is two gos walking through jungle when they hear a tiger roar. One gets down and starts putting on running shoes, and the other one says, you're crazy if you think you can outrun ta
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