Predatory Thinking: A Masterclass in Out-Thinking the Competition

　　本書作者Dave Trott是英國資深廣告創意人士，創辦多家知名廣告公司，長期累積實戰經驗讓他對商業世界運作瞭若指掌，讀者將透過這本經現實淬練後的思想精華《Predatory Thinking》，學習以全新的角度思考與行動。

　 　所謂的掠奪性思考，是提供一套有效的競爭思維，將乍看之下無法解決的問題轉換成你有能力處理的挑戰。書中透過穿越古今的故事與軼聞，言簡意賅地帶出市場 競爭重點。同時借鑑東西方的哲學思想以及形形色色的歷史人物，範圍從二戰飛行員到畢卡索、蘇格拉底到華倫比提，旁徵博引但不失風趣幽默地傳授商場致勝的思 考技巧。

　　讀得到創意人充滿機鋒的睿智，也學得到經理人洞察世情的模式，《Predatory Thinking》將會是每位行銷人員衝刺事業的最佳良伴！－－文／博客來編譯

　　Powerful strategies for how to out-think the competition -- from one of the true greats of the advertising world Two explorers are walking through the jungle. Suddenly they hear a tiger roar. One explorer sits down and takes a pair of running shoes out of his backpack. 'You're crazy, you'll never out-run a tiger,' says the other explorer. 'I don't have to out-run the tiger,' he replies. 'I just have to out-run you.' Predatory Thinking involves looking at a challenge you can't solve and getting upstream of it - changing it into a challenge you can solve. Written in the form of engaging, brilliantly lean anecdotes and stories, it is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies. Drawing on Eastern and Western philosophy, and colourful characters that range from Second World War fighter pilots to Picasso, Socrates and Warren Beatty, this book represents the distilled wisdom of a lifetime at the creative cutting edge.

 

　　

Dave Trott is currently Chairman of The Gate London. Part of The Gate worldwide, it has offices in New York, Hong Kong, Singapore, Edinburgh and Dublin. As part of the creative team behind 'Hello Tosh Gotta Toshiba', 'Ariston and on and on', the Cadburys Flake ads and many more, Dave's former agency Gold Greenlees Trott was voted Agency of the Year by Campaign Magazine, and Most Creative Agency in the World by Ad Age in New York. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising. Twitter @davetrott

　　www.cstadvertising.com/blog/