The Howard Gossage Show | Weekday Wisdom 🚀

← Archive LinksThe Howard Gossage Show | Weekday Wisdom 🚀 · 2024-10-01← Older Newer →

Hello there, you incredible intellectual!

This week, we’re thrilled to bring you an enlightening episode of the 42courses Podcast featuring the legendary Dave Dye, a multiple award-winning art director and copywriter, alongside the brilliant Steve Harrison.

They dive into their new book on the iconic 60s adman, Howard Gossage - a true pioneer of creative thinking. Their chat is packed with a treasure trove of tips and advice for creatives, so tune in and get ready to be inspired!

Listen to the podcast, or watch it here.

Big love,

Chris & the 42courses team x

COURSE OF THE WEEK 🏆

This week, we're celebrating CREATIVE LEADERSHIP, and the good news is it's a topic that's helpful to pretty much everyone.

It's all about teamwork, culture, and, of course, showing you ways to enable creativity and great ideas to flourish. If you ever need to work with other people and wish you could make your place of work a happier place then take this course, we literally guarantee it will help you.

Award-winning professionals like Sir John Hegarty teach the course, and you'll earn an incredible certification from Cannes Lions too.

Here's what one of our learners had to say:

"If you have responsibility in a brand, organization, or a team, please take this course and begin to practice being a creative type of leader at least for yourself through your life journey, that is deadly essential" - Jawad S. ⭐️⭐️⭐️⭐️⭐

THE TUESDAY TAKEAWAY 💡

One of the greatest creative leaders of our time is Dave Trott, who published a book called Predatory Thinking. In it, he tells many short stories about the genius ways that some people have solved problems by getting "upstream" of their competition.

Here's a quick taste of some marvellous predatory thinking to spark your own creative leadership.

WHAT MAKES THIS AD GREAT

What this cute print ad for LL Bean does really well is demonstrate a classic advertising technique called benefit laddering.

Essentially it means selling a product by focusing on the highest benefit for the customer, so when some doting pup-parent buys their pooch a dog bed, what they actually gain more space for themselves in their own bed.

As Theodore Levitt put it, "people don't want to by a quarter-inch drill, they want a quarter-inch hole". Famous though that quote is, we'd argue that what people really want is pictures on their wall. Perhaps of an adorable dog sleeping on a plush cushion.

If you love good ads like we do, learn how to make them in our Advertising Essentials course.

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Bonus joke: How do you know if a pool safe for diving?
It deep ends 😂