Selling is one of the most undervalued skills of any creative career
The ability to sell a good idea is almost as important as having one. Capturing the essence of your work in one succinct soundbites is crucial to encouraging the person buying it and helping the public understand it. A great idea is only a great idea when you share it with the world. To do that effectively you need to be able to define what it is you created.
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Sir John Hegarty was a founding member of Saatchi & Saatchi, TBWA London and Bartle Bogle Hegarty. In this book the advertising legend issues 50 thoughts on creative thinking.
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