How to find out if your advertising agency really understands advertising: stop it doing any

Jeremy Bullmore uses Edward de Bono's concept of the 'intermediate impossible' as means to more inventive thinking when it comes to marketing problems.

How To Find Out If Your Advertising Agency Really Understands Advertising:

Stop it doing any

Jeremy Bullmore WPP Group

In one of his earlier books (I think The Use of Lateral Thinking, published in 1967), Edward de Bono proposed several nifty techniques designed to help us think more inventively.

He argued persuasively that, left to itself, the human mind instinctively follows existing patterns of thought, with the result that, far from arriving at an original destination, we reinvent what already exists.

He used the analogy of seawater finding its way back to the sea as the tide goes out....

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