From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've recently read. This presentation shares "money quotes" from long-time advertising guy Phil Dusenberry and his book, “ONE GREAT INSIGHT IS WORTH A THOUSAND GOOD IDEAS” (Portfolio). [Note, this book was originally published as a hardback with the unfortunate title of “And Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising.” No wonder they decided to change the title.]

1. One Great Insight is Worth a Thousand Ideas PHIL DUSENBERRY BIZ BOOK MONEY QUOTES

2. BIZ BOOK MONEY QUOTES “ Ideas, valuable as they may be, are a dime-a-dozen in business. Insight is much rarer—and therefore more precious.” One Great Insight … PHIL DUSENBERRY (pg. 6)

3. BIZ BOOK MONEY QUOTES “ In the advertising business, a good idea can inspire a great commercial. But a good insight can fuel a thousand ideas, a thousand commercials.” One Great Insight … PHIL DUSENBERRY (pg. 7)

4. BIZ BOOK MONEY QUOTES “ An insight also has the capacity to take something that you know in your head and make you feel it in your gut. More than anything else, an insight states a truth that alters how you see the world.” One Great Insight … PHIL DUSENBERRY (pgs. 7 & 12)

5. BIZ BOOK MONEY QUOTES One Great Insight … PHIL DUSENBERRY (pg. 16) “ The first thing you do in dealing with any business problem is research . You collect data so you can understand the problem, or at least approach it more knowingly.”

6. BIZ BOOK MONEY QUOTES “ Once assembled, the data demands analysis . As you pore over the numbers and opinions, an interesting tidbit sticks out.” One Great Insight … PHIL DUSENBERRY (pg. 17)

7. BIZ BOOK MONEY QUOTES “ Smart analysis will bring this salient fact to the fore, and it should lead to an insight about the brand.” One Great Insight … PHIL DUSENBERRY (pg. 17)

8. BIZ BOOK MONEY QUOTES One Great Insight … PHIL DUSENBERRY (pg. 17) “ Once the insight materializes, you develop a strategy for a brand that, in a perfect world, can be summed up in a sentence or two—as if it were the brand’s ‘mission statement.’”

9. BIZ BOOK MONEY QUOTES “ From here, it’s a simple matter of execution , of creating great ads without veering off strategy.” One Great Insight … PHIL DUSENBERRY (pg. 17)

10. BIZ BOOK MONEY QUOTES “ This is how it always works in the advertising business: good research demands brilliant analysis which inspires blazing insights that lead to groundbreaking strategies and award-winning executions .” One Great Insight … PHIL DUSENBERRY (pg. 18)

11. BIZ BOOK MONEY QUOTES “ The most salient feature of any insight is that it expresses an inconvertible truth. To identify a truth takes hard work, research, and little luck perhaps. To express it truthfully requires empathy—with the product, with the consumer, and with the client.” One Great Insight … PHIL DUSENBERRY (pg. 139)

12. One Great Insight is Worth a Thousand Ideas PHIL DUSENBERRY BIZ BOOK MONEY QUOTES