Your SlideShare is downloading. ×
0
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
One Great Insight is Worth a Thousand Great Ideas
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

One Great Insight is Worth a Thousand Great Ideas

7,267

Published on

From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've recently read. This presentation shares "money quotes" from long-time advertising guy Phil Dusenberry and …

From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've recently read. This presentation shares "money quotes" from long-time advertising guy Phil Dusenberry and his book, “ONE GREAT INSIGHT IS WORTH A THOUSAND GOOD IDEAS” (Portfolio).

[Note, this book was originally published as a hardback with the unfortunate title of “And Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising.” No wonder they decided to change the title.]

Published in: Business, Education
3 Comments
15 Likes
Statistics
Notes
  • Impressive presentation of ’One Great Insight is Worth a Thousand Great Ideas’. You’ve shown your credibility on presentation with this slideshow. This one deserves thumbs up. I’m John, owner of www.freeringtones.ws/ . Hope to see more quality slides from you.

    Best wishes.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • thanq its very nice as well as useful to me in thinking about advancement comes together with think of in which.... really nice work.... tanq for this.....
    Anisa
    http://financejedi.com http://healthjedi.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Excellent presentation. It will be just great if you could forward a copy to me in the following email address 'T_Beg@yahoo.com'.

    Thanks
    Tanzim.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
7,267
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
3
Likes
15
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. One Great Insight is Worth a Thousand Ideas PHIL DUSENBERRY BIZ BOOK MONEY QUOTES
  2. BIZ BOOK MONEY QUOTES “ Ideas, valuable as they may be, are a dime-a-dozen in business. Insight is much rarer—and therefore more precious.” One Great Insight … PHIL DUSENBERRY (pg. 6)
  3. BIZ BOOK MONEY QUOTES “ In the advertising business, a good idea can inspire a great commercial. But a good insight can fuel a thousand ideas, a thousand commercials.” One Great Insight … PHIL DUSENBERRY (pg. 7)
  4. BIZ BOOK MONEY QUOTES “ An insight also has the capacity to take something that you know in your head and make you feel it in your gut. More than anything else, an insight states a truth that alters how you see the world.” One Great Insight … PHIL DUSENBERRY (pgs. 7 & 12)
  5. BIZ BOOK MONEY QUOTES One Great Insight … PHIL DUSENBERRY (pg. 16) “ The first thing you do in dealing with any business problem is research . You collect data so you can understand the problem, or at least approach it more knowingly.”
  6. BIZ BOOK MONEY QUOTES “ Once assembled, the data demands analysis . As you pore over the numbers and opinions, an interesting tidbit sticks out.” One Great Insight … PHIL DUSENBERRY (pg. 17)
  7. BIZ BOOK MONEY QUOTES “ Smart analysis will bring this salient fact to the fore, and it should lead to an insight about the brand.” One Great Insight … PHIL DUSENBERRY (pg. 17)
  8. BIZ BOOK MONEY QUOTES One Great Insight … PHIL DUSENBERRY (pg. 17) “ Once the insight materializes, you develop a strategy for a brand that, in a perfect world, can be summed up in a sentence or two—as if it were the brand’s ‘mission statement.’”
  9. BIZ BOOK MONEY QUOTES “ From here, it’s a simple matter of execution , of creating great ads without veering off strategy.” One Great Insight … PHIL DUSENBERRY (pg. 17)
  10. BIZ BOOK MONEY QUOTES “ This is how it always works in the advertising business: good research demands brilliant analysis which inspires blazing insights that lead to groundbreaking strategies and award-winning executions .” One Great Insight … PHIL DUSENBERRY (pg. 18)
  11. BIZ BOOK MONEY QUOTES “ The most salient feature of any insight is that it expresses an inconvertible truth. To identify a truth takes hard work, research, and little luck perhaps. To express it truthfully requires empathy—with the product, with the consumer, and with the client.” One Great Insight … PHIL DUSENBERRY (pg. 139)
  12. One Great Insight is Worth a Thousand Ideas PHIL DUSENBERRY BIZ BOOK MONEY QUOTES

×