Insights from an advertising legend

In Chapter 4 of Phil Dusenberry’s book Then We Set His Hair on Fire, he lists twenty-four questions to help his readers think about how insightful they have been in the past and why those insights were successful. Answering all these questions should give you what he calls your “insight resume”. Three of the questions that stood out to me were numbers 9, 10, & 15. Here are the questions followed by his answers and some of my thoughts:

9. How would you characterize your ideas?

I’ve always been passionate about ideas that were simple and easy to understand because they were true. People could see the ideas and then see themselves.

This is always great advice in general when it comes to analyzing any business problem or idea. Entrepreneurs are commonly advised to think about whether they can see themselves using their product or service and also to reach out to family and friends during the initial research phase to see if they clearly understand their plans. Simple is almost always better.

10. What is your creative signature?

Advertising that speaks to the heart as well as the head. In a world of parity products and services, advertising that packs an emotional wallop definitely gives you a big edge.

His answer is specific to advertising and marketing. That emotional wallop, as he puts it, is very rarely missing from any great advertising or marketing campaign. If you are not in the advertising industry though, think about past achievements in your career and the general reasons behind why you were successful.

15. What criteria do you employ to judge the merits of an insight or idea?

I first look at it with my gut. How does it feel? Am I excited? Am I bored? Am I delighted? Once past that, I look at it on a business level. And determine whether it’s on strategy, whether it meets the essential objectives. And more important, whether it has the potential to lead to a great piece of advertising.

It’s important to note the order in which he first analyzes how he feels about the insight then moves on to the business details. Why waste time dwelling on an insight that your not excited about?

I would recommend this book to anyone in business or entrepreneurship, especially with a role involved in advertising or marketing. He goes over several examples of some of the most successful advertising campaigns he helped create and produce during his time leading the BBDO agency. Creativity and regular insights are essential in any profession and the advice above is only part of why he was so successful in advertising.