Predatory Thinking Quotes

“If you avoid the rejection, you avoid the opportunity.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Efficiency is doing things right. Effectiveness is doing the right things.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“As the philosopher Bertrand Russell said, ‘The problem with the world is that the ignorant are arrogant and cocksure, while the intelligent are full of doubt.’ Because thinking is more difficult once we realise there is no right or wrong. Just the same thing viewed from different perspectives.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“We can’t believe the world isn’t exactly the same way for everyone else, as it is for us. But the truth is, you only know what you know.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“As the author Anaïs Nin said, ‘We see things not as they are, but as we are.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Every week they would have one hour scheduled, sitting quietly at their desk. Learning to be alone with their thoughts. Learning to be comfortable with themselves. Learning it was OK to be silent. How great is that?”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Less important points don’t add to the communication. They detract from the most important point. That’s what the single-minded proposition is all about.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“No TV, no radio, no press ads, no posters. We found one thing that the banks are full of, that could be changed into media. Paper money. We got small printing kits from Ryman and printed: ‘STOP BANKS KILLING CHILDREN. CANCEL THE THIRD WORLD DEBT’ on every bank note we could get hold of.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Steve Jobs, founder of Apple, had a similar view. He didn’t believe in research. He said, ‘It’s not the public’s job to know what they’re going to want. It’s my job to know what they’re going to want.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“She said, ‘Standard El Al procedure. If you check the passengers’ luggage, you have to fly on the plane.’ How about that? The person who inspects the passengers’ luggage for bombs has to bet their life on how well they do their job.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“What works is being different. Don’t try to be liked. Find out how you’re different. Then be that. That’s where the power is. That’s what’s new. That’s what’s wanted.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“People who are good want to grow. They want to get off this rung and onto the next rung. They want to get all the way up the ladder. So they’re not looking for praise, they’re looking for criticism.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Gentlemen, you’ve just experienced what the public’s impression of British Rail is. Now, if you’ll come this way, we’ll show you exactly how we’re going to turn that around.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Our whole world is advertising, so we think everyone’s whole world is advertising. That’s why so many of us are so bad at it. We don’t think it’s our job to talk to people outside advertising. We think it’s their job to pay attention to us.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Einstein said, ‘Not everything that counts can be counted, and not everything that can be counted counts.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Enemy spies reported back to Germany that the reason they were losing so many bombers was the deadly ‘Cat’s Eyes’ Cunningham. And for a long while the Luftwaffe bought that story. They lost a lot of bombers to radar before they discovered the truth. Because a simple lie is often more powerful than a complicated truth.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Welding a JCB to a Ferrari doesn’t make a machine that can dig roads at 200 mph. It makes something that can’t do either job properly.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition

“Because marketing, like war, is a zero-sum game. If you want something you have to take it from someone else. In order for someone to win, someone has to lose.”
― Dave Trott, Predatory Thinking: A Masterclass in Out-thinking the Competition