- Publisher
- Thames & Hudson
- Published
- 2014
- Shelf
- design: Practice
- ISBN
- 9780500517246
Practice
Hegarty on Creativity
John Hegarty
Fifty short provocations from the founder of BBH on where ideas come from and what kills them.
Why read it
Hegarty spent forty years selling difficult ideas to nervous clients, and the book is mostly about that second half of the job. His line that doing nothing is not an option, and his insistence that a brief is a springboard rather than a cage, are earned rather than motivational.
Why own it
One page an idea, illustrated, so it works as a book you open at random before a pitch. It is closer to a deck of cards than to an argument.
Who it is for
Anyone in an agency, and anyone who has to sell the work as well as make it.
Opens a search on AbeBooks, a network of independent and antiquarian sellers, which is where a good part of this shelf has to be found, because it is out of print.
Read next
Chosen because they argue with this one, not because a machine noticed they share a category.
