Great episode and looking forward to buying the book ;-) This way of thinking is perfectly aligned with how great ad agencies approach briefs. The trick is often looking for the way a market's rules have settled - for no good reason - and attacking that expectation or association, or replacing with something more true to current culture or user needs, And doing all that fearlessly because provocation invites consideration and re-evaluation. The outcome often looks a bit random or irrational (often being emotion-based), but it will work better than any 'tick all the boxes' solution from the latest version of the sectoral playbook.
@@itsmelilsteve looks like it won’t be coming on amazon due to publishing & IP issues as Alistair hinted during the interview. Amazon otherwise has a robust preorder mechanism.
@@telebiopic It will definitely be on Amazon (hi!) but we're releasing it direct from the authors earlier. We have some (subversive) reasons for doing this. You shouldn't buy a book on subversiveness from people who aren't subverting the publishing industry, after all. ;-)
I'm so watching this at least 3x. What an amazing amazing episode!!!
Great episode and looking forward to buying the book ;-) This way of thinking is perfectly aligned with how great ad agencies approach briefs. The trick is often looking for the way a market's rules have settled - for no good reason - and attacking that expectation or association, or replacing with something more true to current culture or user needs, And doing all that fearlessly because provocation invites consideration and re-evaluation. The outcome often looks a bit random or irrational (often being emotion-based), but it will work better than any 'tick all the boxes' solution from the latest version of the sectoral playbook.
It's worth watching twice
Why is the book not on amazon
from what I've seen it's not done yet. its in preorder :)
@@itsmelilsteve looks like it won’t be coming on amazon due to publishing & IP issues as Alistair hinted during the interview. Amazon otherwise has a robust preorder mechanism.
@@telebiopic It will definitely be on Amazon (hi!) but we're releasing it direct from the authors earlier. We have some (subversive) reasons for doing this. You shouldn't buy a book on subversiveness from people who aren't subverting the publishing industry, after all. ;-)
Why is this book not on audible?
Btw very interesting content and a lot of valuable examples. Looking forward to read/hear your book.
@@Sergio-Sanchez-com FYI I'm recording the audiobook later this month; it'll also be out as an e-book soon.
I won startupfest 2023