25. SYSTEM 1
• FAST, AUTOMATICALLY
• IMPLICIT
• EXPERIENTIAL
• INSTINCTIVE
• EMOTIONAL
SYSTEM 2
• SLOW, ON DEMAND
• EXPLICIT
• ANALYTICAL
• EFFORTFUL
• COGNITIVE
95% 5%
26. You give EMOTIONAL PEOPLE a brief written by RATIONAL PEOPLE.
EMOTIONAL PEOPLE who ARE NOT allowed to critic the work of
rational people.
You go back with emotional work to rational people, who will crit their
work.
50. What creatives say
Be brief
Avoid , , , , ,
Spark ideas
Give many proof points
Use insights only if they are fresh / TRUE
Don’t create or write taglines
Be provocative
Believe in the potential
Wear nice shoes
58. FEEDBACK METHOD
Questioning feedback: “what did you like best?”
Affirmative feedback “What I liked…”
Perspective feedback “as a planner, I lack…”
Open feedback “according to you, …”
Tips & tricks feedback: “I once worked on this campaign and we did that
to tackle the issue”
Personal feedback: write an email afterwards
Plus one feedback: if you agree, keep it short
59. COMMANDMENTS
Be useful
Help, don’t impress
Don’t fall in love
Build trust
Give all your ideas away