One Plus One Equals Three Quotes

“One of the best advertising people ever was Carl Ally. He said the true creative person wants to be a know-it-all. They want to know about all kinds of things: ancient history, nineteenth-century mathematics, modern manufacturing techniques, flower arranging, and lean hog futures. Because they never know when these ideas might come together to form a new idea. It may happen six minutes later or six years down the road, but they know it will happen.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“The product creates the experience. The experience creates the reputation. The reputation creates the brand.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“No wonder men had more power. They had more power because they didn’t ask anyone else’s permission. They just went ahead and did what they wanted. And they weren’t as scared of being wrong as the women were. For them, getting the result was more important than being right.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“According to the laws of aerodynamics the bumblebee can’t fly. But the bumblebee doesn’t know that, so it just carries on flying around.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“I also like what Voltaire said about the English. ‘The English are like their own beer: the dregs are at the bottom, the top is nothing but froth, but the middle is quite excellent.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“Orson Welles summed it up best in The Third Man. ‘In Italy, for thirty years under the Borgias, they had warfare, terror, murder and bloodshed, but they produced Michelangelo, Leonardo da Vinci and the Renaissance. In Switzerland they had brotherly love, 500 years of democracy and peace, and what did that produce? The cuckoo clock.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“Brand is another word for reputation or image. And you don’t get a reputation just by claiming something.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“There was nothing there except some woods with a lunatic asylum and a graveyard in the middle.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“You can have what you want, or you can have your reasons for not having it.’

Jack Brabham chose not to have his reasons.
He did it all by being unreasonable.”
― Dave Trott , One Plus One Equals Three: A Masterclass in Creative Thinking

“Nothing can harm a man so much as his own thoughts untamed.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“Geffen is now worth around $6 billion.

Not by being better, or tougher, or faster, or smarter, or richer, or better educated than other people.

Not by trying to beat other people at their own game.
But by looking at other people and thinking, ‘What aren’t they doing?”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“Don’t try to force or nag people into doing what you want. Accept that they are free to choose. But you help them choose what you want.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“The more varied the input, the more unexpected the combinations, the more creative the ideas.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“Michael Caine said, ‘It’s like my old dad said, the really rich have got something going that makes them money while they’re asleep.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“And Who Wants To Be A Millionaire? went on to pull in bigger audiences than EastEnders. And it only happened because Paul Smith stopped expecting his client to understand his idea rationally, and got his client to feel it. Because that’s where the sell happens. Paul Smith moved the sell from what Kahneman calls System Two thinking (the slow, rational mind) to System One thinking (the fast, emotional mind). As in any sell, desire must precede permission”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“But what I liked best was the matter-of-fact way we talked about it. Nowadays, of course, if anything is controversial we don’t talk about it. We sweep it under the carpet. Just in case, God forbid, it should make us uncomfortable. So we avoid talking about things. And that can’t be good. Stopping talking about things is the first stage in stopping thinking about things.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“And that’s a great lesson for all of us. We think everyone’s head is where our head is. If we think everyone’s head is where our head is, we’re just talking to ourselves.”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking

“It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core truth?”
― Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking