László Krasznahorkai's 'Herscht 07769' is characterized by its dense prose, complex themes, and experimental narrative structure. The novel delves into the intricacies of human existence, exploring themes of alienation, despair, and the search for meaning. Krasznahorkai's signature style involves long, winding sentences that can span entire pages, creating a sense of overwhelming immersion for the reader. His works often feature characters grappling with existential crises in bleak and desolate landscapes. The narrative challenges readers to confront profound questions about the nature of reality and the human condition. Krasznahorkai’s unique approach to storytelling has established him as a significant voice in contemporary literature.
Nicholson Baker's 'The Mezzanine' takes place during a man's lunch break as he reflects on the mundane aspects of everyday life. The novel explores the protagonist's thoughts on topics ranging from office supplies to the mechanics of drinking milk. Baker's writing is characterized by its meticulous detail and introspective nature. The book's stream-of-consciousness style captures the wandering thoughts of the protagonist as he navigates his ordinary routine. It is celebrated for its unique approach to narrative and its celebration of the seemingly insignificant moments that make up our lives.
Joe Burn has done a LOT of award-winning strategy work, including but not limited to brand strategy, creative strategy, communications strategy, and design strategy.
And it’s these diverse experiences in strategy that have helped Joe connect the dots in the most interesting and unexpected ways for brands like KFC, Heineken, Samsung, Puma, Amnesty International, Benecol, Meta, and more.
But Joe doesn’t just have a passion for strategy and insights. His infatuation with typography, semiotics, and food history helps him become an integral part of the strategic-creative somersault that leads to successful campaigns.
In this episode, Joe shares a lot of ideas and inspiration, including his favorite songs for tapping into his subconscious mind and how a line from Bart Simpson influenced the insight for an entire campaign.
Some of my favorite aha moments from our conversation include:
- An insight for Samsung that led NOT to an ad, but to an awesome music video
- Joe’s unique approach to winning new business pitches
- Why bad ideas are essential to creative success
- How his job as a garbage collector shaped his perspective on advertising
- A piece of advice from Sun Tzu that has influenced his work with clients and creatives
Show Notes:
Below are links to books, shows, and other inspiring ideas that came up during our conversation.
Books:
The Mezzanine by Nicholson Baker
The Art of War by Sun Tzu
Herscht 07769 by László Krasznahorkai
Shows & Movies
The Simpsons - Season 6, Episode 7
Brands & Campaigns
Money Supermarket Ad
Samsung - Samm Henshaw - All Good (Official Video)
Any Insights Yet? with Chris Kocek 
