the more that we see actors looking to weaponize without any very good maps of how and what they are doing or what kinds of unexpected repercussions might happen, the more we can expect not simply increased risks of tension and worry, but also people screwing up, doing dumb stuff.
harder is easier is a principle that says if you're willing to do the work upfront to commit to quality, to design, to ethics, to integrity, to safety, whatever the thing, I don't want to tell you what your values are, you tell me what they are. If you're willing to be principled in your decision-making, you will get these unexpected rewards.
Booth's formally trained (and her grandparents are watercolor artists!) but her use of color is just so free and unexpected, it makes you want to experiment yourself and join along in the fun.
Either can work. Both have tradeoffs and implications. If you try to import either philosophy wholesale, it will break in unexpected ways; if you try to mix and match, it will probably be an unfettered nightmare.
Rory Sutherland was part of one of the most legendary ad agencies in the world (Ogilvy) and shared the truth of what he has seen work best in advertising. The truth is that most of it is totally unexpected and counterintuitive. It was always the craziest, boldest, most unique things that outperformed the "tried and true" methods. This book will help your marketing get out of the incremental rut and on track with bolder ideas.
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