That experience comes in the form of the New York advertising and marketing world. As principal of a creative marketing firm, Heyman's daily work involves the very raw, emotional, and oft times maddening process of developing ideas. He describes what life is like working through those chaotic, collaborative relationships that underpin the ideation process itself.
Client case studies are pulled from his direct experience with people who struggled to distill the essence of what they offer to the world (what Jay codenames your "Phufkel") and the resulting creative journey for which Jay and his team served as happy guides. He also bravely shares those instances in which the idea went down in flames!
Jay's writing is extremely engaging and personable, capturing the voice of a warm, avuncular personality with real world experience. (This ain't
HBO's Mad Men series!)
For any business or practitioner, Jay has solid, understandable advice with scores of simple questions to ask yourself or your clients. He shows us how to cut through the clutter of the strategic planning and branding process to form lasting relationships with customers.
Like many of you, I am usually reading anywhere from two to 10 books simultaneously.
Consequently, many of my questions for Jay were inspired by other authors writing in this field of idea generation and marketing, especially those writers exploring the disruptive innovations of social networking and fragmentation of media markets:
Clay Shirky,
Chip and Dan Heath,
Valdis Krebs,
Guy Kawasaki and
Seth Godin.
Read on for Jay's insightful responses.
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