One Great Insight Is Worth a Thousand Good Ideas: An Advertising Hall-of-Famer Reveals the Most Powerful Secret in Business

Book Description

“We Bring Good Things to Life”
“It's Not TV, It's HBO”
“Visa: It's Everywhere You Want to Be”

These aren't just advertising slogans; they're game-changing insights. And according to ad industry legend Phil Dusenberry, who with his team at BBDO created these and many other brilliant campaigns, one big insight is worth a thousand good ideas. An idea can lead to one clever commercial. But a true insight can define a brand for years to come and turn an entire industry upside down. BACKCOVER: “A terrific book.”
—The New York Times

“Wistful and wonderful…[a] refreshing, behind-the-scenes glimpse into the cosmos of big-bucks advertising…props open the door on more than three decades of marketing savoir faire.”
—Kerry Hannon, USA Today

“Drives home the importance of the big insight.”
—Fortune

“Insightful.”
—Newsweek

“A celebration of Madison Avenue as it may never be again.”
—Melanie Wells, The Wall Street Journal

“[An] enormously entertaining memoir…Dusenberry's book has few rivals as the definitive account of life in the fast lane of the advertising business in its golden period between 1980 and 2000.”
—Adbrands.net