George Lois on Creativity, Advertising And Other Stuff
Almost 2 years ago, I purchased a book titled, "What's the big idea?" from a nearby Goodwill thrift store. As is often the case when I go on a book-buying binge, I didn't get around to reading the book for awhile.
I bought the book because it had perhaps the craziest looking portrait image I'd ever seen grace a book cover, and of course because I'm always looking for new insights on creativity, productivity, persuasion and selling (among other business topics).
Recently, while browsing through books at my local Barnes & Noble, I came across a book titled, "Damn Good Advice" by George Lois!!
"Where have I seen that name?" I wondered to myself. I found some very interesting ideas out of the "Damn Good Advice" book, and I made a note on my phone to put on my "book wishlist". But I kept wondering about why that name seemed so familiar to me.
About 2 weeks later, while I was digging through my library for another book, I ran across "What's the big idea?" and, there, in bright blue letters, the author - George Lois!
In the last 3 months, I've somewhat coincidentally come across so many other references to him that I finally decided to go back and read the former book.
I'll share some of the insights from that book in a separate article, but I just wanted to point out some pretty profound ideas from a few resources about him I found floating online.
1. "Somehow I taught myself that every design problem has a solution. You gotta surprise. You gotta shock".
2. On the secret to making a great ad: "Make it simple. A great ad has two mnemonics: There should be a visual one - somebody doing something - and something verbal. The big idea has got to have this synergy of memorability."
3. On design - "I don't design. I get what I think is a big idea and I put the idea down on paper.I'm not a designer. I'm a communicator."