George Lois is an advertising legend and the creator of the Big Idea advertising.
Here are +5 highlights of his damn good advice from his book Damn Good Advice (for people with talent!)
4. My (George Lois) Anti-Slogan: "George, be careful!"
7. But creating ideas without a work ethic to follow through is inconceivable to me.
14. A trend is always a trap.
31. Work is worship.
36. Most people work at keeping their job rather than doing a good job.
###imho today he would said:
Most people are quiet quitting rattan than doing a great job.
37. Even a brilliant idea won’t sell itself. Always do three things when you present a Big Idea:
Tell them what they are going to see.
Show it to them.
Tell them, dramatically, what they just saw.
38.
The ultimate act of Scholarship and Theater is the art of selling.
40.
"Lois, you can't take yes for an answer!"
42.
To create great work, here's how you must spend your time:
1% Inspiration
9% Perspiration
90% Justification
49.
It helps when you have a sharp-eyed client.
Great work must be presented to the person that has the power to accept your creations.
51.
When you present an entrepreneurial idea, if it takes more than three sentences to explain it to the money guys, it's not
a Big Idea!
54.
Never eat shit.
(If it looks like shit, and it smells like shit, and it tastes like shit...
it's shit.)
59.
Too many notes, my dear Mozart,,
and too beautiful for our ears."
EMPEROR JOSEPH I
Don't waste your time on the Emperor Josephs of the world.
60.
Woody Allen was right:
80% of life is showing up!
63.
Sometimes, what the hell, go all out and be totally outrageous
64.
A truly great ad campaign is driven by a Big Idea that contains:
1. A memorable slogan!
2. A memorable visual!
66.
A thinking person must read, study, question, evaluate, and not let the bullshitters bullshit you.
68.
Picasso was right when he said,
"Art is the lie that tells the truth."
78.
I was never a fan of the David Ogilvy School of Advertising
94.
The only thing that gets better when it gets bigger is a penis.
102.
If you're reading this and
you're approaching 50 years of age,
remember that oak trees do not produce acorns until they
are 50 years old.
104.
Learn to write one singular, coherent, informative, insightful, spectacular sentence to replace your illiterate, off-the-cuff twittering!
THIS SENTENCE IS UNDER 140 CHARACTERS IN LENGTH, AS PER TWITTER REQUIREMENTS
105.
Or better yet, stop tweeting your life away and do something productive: Learn to draw!
116.
You're at your happiest when you're creating.
120.
You are the master of your fate: you are the captain of your soul.
For more you can listen to the story of George Lois by @terryoinfluence
cbc.ca/listen/live-ra…
Another advertisement hero is Paul Arden
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