Damn Good Advice (for People with Talent!): How to Unleash Your Creative Potential
Author: George Lois
Publisher: Phaidon Press (2012)  
Cost:  Rs. 624
Damn Good Advice (for People with Talent!): How to Unleash Your Creative Potential Author: George Lois Publisher: Phaidon Press (2012) Cost: Rs. 624

The pompous name of the book aside, this one is a good read for those with a few ideas, especially in advertising and mass media. It might also help those working in social media marketing.

Damn Good Advice (for People with Talent!): How to Unleash Your Creative Potential<br />Author: George Lois<br />Publisher: Phaidon Press (2012)<br />Cost: Rs. 624
Damn Good Advice (for People with Talent!): How to Unleash Your Creative Potential
Author: George Lois
Publisher: Phaidon Press (2012)
Cost: Rs. 624

Damn Good Advice offers lessons, anecdotes and advice that would be just as useful in your career as in your personal life. It is organised into small pointers, each page dealing with different topics. There is a judicious mix of both text and appealing images. Lois covers a wide spectrum of issues for design professionals, along with those issues faced in life. Think of this one statement – “A creative person without a sense of humour has a serious problem.” It rings absolutely true, but Lois uses his words and humour in the example that follows to prove it to the reader!

The book features 120 pieces of advice from ad man author George Lois, which span the spectrum of his work in advertising. With each piece of advice, is a three-step process:

1. He lists the advice he wants to give

2. He provides the context in which he has given the advice

3. He follows it up with an example to tie it all in.

Once you read through the three steps, it has the desired effect.

Among the things that he says, he tells thinkers to express their ideas in words before they run ahead and graphically exploit their minds to represent these thoughts visually. He says it is important to use the words if you want to create the impact.

If you are looking for a textbook in advertising, look elsewhere. This is more like someone offering you alternatives when you want to know how to act, based on their own experience. Lois provides great examples of how to sell your concept to the client, when to walk away from a client who refuses to hear your ideas, and why a creative person needs to learn to communicate their idea.

In fact, most of this book seems to be intended for those creative professionals who may need some pointers on how to present their concepts. It may not necessitate that you follow him blindly or do exactly as what he says, although it might help. The book entails that you could arrive at your own unique creative solution to a problem after reading about his actions in tricky situations, the reason behind these actions and the outcome of it all.

The book is a fun read with lots of pictures and crazy quotes. Even while reading on the train, this writer could not help laughing out loud at some of the anecdotes!

Even if Damn Good Advice is a great read, it is certainly not a book that you can read at a single stretch or all at once. In fact, it is better to read a little bit at a time, and try to find out how easy or hard it is to implement his advice. Read a couple points, let them sink in, come back and read a couple more. Really enjoy yourself. Take your time. And then get to work. And then you will find that the book actually lives up to its pompous name.

The review of this book is presented at the request of our reader, mass media student Yashodhara Mukhi. If you want to read the review of a particular book in this space, write in to us at knowledge@fpj.co.in

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