เกิดเป็นกระต่าย ต้องคิดให้ได้อย่างหมาป่า

by Dave Trott, พรเลิศ อิฐฐ์ (Translator), อรพิน ผลพนิชรัศมี (Translator)

ไม่สำคัญว่าคุณจะตัวเล็กแค่ไหนหรือต้องแข่งขันกับใคร แค่คิดให้ต่างจากที่เคยคิด คุณก็พลิกเกมได้ทั้งกระดาน

หลายหมื่นปีที่ผ่านมา กระต่ายตกเป็นเหยื่อของสัตว์นักล่าอย่างหมาป่ามาโดยตลอด นอกจากเรื่องความแข็งแกร่งของร่างกายแล้ว ปัญหายังอยู่ที่วิธีคิดของกระต่ายด้วย เมื่อถูกล่ามันจะคิดแบบทื่อๆ ตรงๆ ไม่ทำอะไรนอกจากหนีสุดชีวิต จึงไม่แปลกที่มันต้องกลายเป็นอาหารของหมาป่าที่คิดได้อย่างเฉียบคมกว่า (และเจ้าเล่ห์) อยู่ร่ำไป "เดฟ ทรอตต์" นักโฆษณามือฉมังค้นพบว่า พวกเราส่วนใหญ่ก็ใช้ชีวิตและทำธุรกิจด้วยวิธีคิดที่ไม่ต่างจากกระต่าย เราคิดอะไรแบบทื่อๆ ตรงๆ โดยไม่รู้จักพลิกแพลง จึงไม่แปลกที่มักจะพ่ายแพ้ให้กับผู้ที่แกร่งกว่าอยู่วันยังค่ำ แต่จะเกิดอะไรขึ้นถ้าเราหันมาคิดแบบหมาป่า?

หนังสือ "เกิดเป็นกระต่าย ต้องคิดให้ได้อย่างหมาป่า" เล่มนี้ จะมาบอกเล่าเรื่องราวของคนธรรมดาและองค์กรมากมายที่เพียงแค่เปลี่ยนวิธีคิด ก็สามารถอ่านเกมได้อย่างเฉียบคมและพลิกกลับมาเป็นต่อจนสร้างความสำเร็จที่ยิ่งใหญ่ขึ้นมาได้ อาทิ แค่ปล่อยข่าวลือว่านักบินคนหนึ่งชอบกินแครอท ประเทศที่กำลังตกเป็นรองก็พลิกกลับมาชนะสงครามได้อย่างไม่น่าเชื่อ แค่ทิ้งให้ลูกค้ารายใหญ่นั่งรอในห้องสกปรก บริษัทโฆษณาขนาดเล็กก็สามารถชนะบริษัทยักษ์ใหญ่จนได้เซ็นสัญญาครั้งสำคัญ และอีกมากมาย ถึงแม้ว่าคุณจะเกิดมาเป็นกระต่าย ก็ใช่ว่าจะต้องมีชะตากรรมแบบเดียวกัน แค่เปลี่ยนไปคิดให้ได้อย่างหมาป่า แล้วคุณก็จะพลิกเกมได้ทั้งกระดาน!

Genres: Business, Nonfiction, Psychology, Self Help, Leadership, Management, Entrepreneurship

320 pages, Paperback

First published May 23, 2013

About the author

Dave Trott is a creative director, copywriter, and author. Trott studied at the Pratt Institute in New York City, majoring in advertising before going on to found the advertising agencies Gold Greenlees Trott, Bainsfair Sharkey Trott and Walsh Trott Chick Smith. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising.

Reviews

[Trang Ngo · Rating 5 out of 5]

The kind of book that I can read over and over again. Open to a random page and there is something surprising, fun and worth to learn.

Simple writings, simple lessons but great value not only for a person who works in advertising but for anyone who lives and wants to solve problems in a creative way.

After all, to solve a problem is to be creative. Right?

[Nguyên ngộ ngộ · Rating 5 out of 5]

NGẤU NGHIẾN NGHIỀN NGẪM – REVIEW
18: “TÔI CHƯA BIẾT” – mới là người khôn, cúi đầu nhận học hỏi
23: Sáng tạo chẳng hề thiếu NỖ LỰC. (chuyện bà già giết vợ với góc nhìn rất chi sáng tạo)
30: Giải pháp SÁNG TẠO THẦN SẦU giúp WIN-WIN (chuyện mấy đứa trẻ gia đình muốn xem ti vi)
34: NGƯỜI SÁNG TẠO # NGƯỜI PHỐI KIỂU.
Người sáng tạo luôn hỏi TẠI SAO, SAO PHẢI LÀ THẾ NÀY
42: TỔNG BẰNG KHÔNG. Nhớ nhé, anh LẤY NGUỒN SHARES, SALES, AWARENESS đó từ đâu, anh lấy chắc chắn có người khác mất, đó là TRIẾT LÝ của SỰ TỰ DO.
45: bạn có thể có tất cả, nhưng ĐỪNG MƠ MỌI THỨ CÓ MỘT LÚC
gộp 2 món ăn, ngon nó không tăng gấp đôi đâu, ko thể hơn 100% được, nên định vị 1 thông điệp thôi, ham hố quá
50: CÓ AI CHÚ Ý ĐẾN QUẢNG CÁO KHÔNG nó quan trọng hơn TA CỐ TRUYỀN ĐI THÔNG ĐIỆP GÌ ( vì người tiêu dùng không phải là CẢNH SÁT) làm cho họ chú ý cái đã, rồi mới truyền được chứ.
54: tui có lợi lộc gì ko? DÂN QUẢNG CÁO CHUYÊN NGHIỆP THÌ PHẢI BIẾT NGHĨ WIN WIN trong mọi lúc
60: Quan trọng thị trường mục tiêu CÓ MUỐN TIN VÀO ĐIỀU ĐÓ KHÔNG. Ko phải là thứ chúng ta tin, mà là thứ HỌ MUỐN TIN hay ko. “Trà túi lọc”
62: ĐỊNH VỊ CHÂN THẬT (chuyện anh sửa ống nước)
67: CHẤT LƯỢNG ĂN ĐỨT SỐ LƯỢNG (sách dày với sách mỏng, phim dài phim ngắn, tranh to tranh nhỏ, ko thể so sánh được)
72: Hiểu agency không giúp ta thắng thầu, hiểu khách hàng của agency, cái agency còn thiếu, mới giúp ta thắng thầu, PITCHING
75: Trải nghiệm “HƯỚNG THEO GÓC NHÌN CỦA NGƯỜI TIÊU DÙNG”
Thằng khách hàng tới agency nhờ nó làm quảng cáo cho vấn đề thái độ nhân viên đường sắt, vô bị agency “dàn cảnh”, vào sau đó bắt đầu bài thuyết trình
79: Quảng cáo không phải bán hàng. Quảng cáo chỉ là CHIẾC LÔNG VŨ khi can cân cân bằng thôi, còn nhiều yếu tố lắm: giả cả, chất lượng, khuyến mãi, sự tiện lợi khi mua, trade, độ phủ….)
84: Dấn thân, thử và sai nhé, PHẢI HÔN CẢ BẦY CÓC GHẺ, TRỜI MỚI CHO HOÀNG TỬ BÉ.
90: Người giỏi là người KHAO KHÁT LỜI…PHÊ BÌNH, họ luôn tìm kiếm phê bình để hoàn thiện
95: Gandi: hận thù là uống nước độc mà mong người khác chết. Đừng có ôm hận, bỏ qua hết cho thanh thản
103: TEM TÉM lại chút đi. Khôn khéo là nắm được cách người ta lựa chọn, không phải tăng lựa chọn. (chuyện 24-6)
105: CTMN (cần thì mới nói – nói ngu gây ô nhiễm bầu không khí)
113: Quảng cáo gì đi nữa, thì thực ra một người nói chỉ có 1 NGƯỜI NGHE THÔI – I WANT YOU.
121: Trân trọng sự TRÀO LỘNG, LƯU MANH, CHÂM BIẾM, BỠN CỢT (chuyện Picasso chữ ký trong tranh)
125: Một là NÉ NGU, hai là TRƯỞNG THÀNH.
Bạn chỉ có 2 con đường, né ngu là ngu, còn ko, dấn vào ngu sẽ trưởng thành. Vậy thôi à
129: Người LÃNH ĐẠO là người LÃNH ĐẠN, vì bạn làm sai, họ chịu trách nhiệm cuối cùng
133: thái độ HOÀI NGHI # CHỈ TRÍCH.
Hoài nghi: cô chứng minh đi, tôi sẽ tin
Chỉ trích: có chứng minh tui cũng ko tin
137: Đừng có đi xin LỜI KHUYÊN làm thứ gì đó NGƯỜI KHÁC SẼ THÍCH.
ĐỪNG CỐ LÀM NGƯỜI KHÁC THÍCH. Hãy tìm ra cách để mình khác biệt, rồi cứ thế làm thôi.
144: LỜN THUỐC. Phải chứng minh NÓI ĐƯỢC LÀM ĐƯỢC, còn ko đừng nói, nhân viên dưới trướng nó lờn
147: Thứ ngăn cản ta TÁO BẠO hơn, chính là THÀNH KIẾN NGƯỜI KHÁC, THỊ PHI CỦA ĐỜI
150. ĐÚNG VIỆC MÌNH -> LÀM TỐT NÓ -> TIN TƯỞNG ĐỒNG ĐỘI. Nếu không có giải pháp tốt hơn, đừng chê người khác, góp ý cải thiện
154: CÁI GIÁ PHẢI TRẢ LÀ 1 MẠNG SỐNG thì thái độ làm có khác không.
Cái giả phải trả là bị đuổi việc, thái độ làm có khác không?
Cái giả phải trả là mai mày chết, mày có muốn làm hết tâm huyết ko?
162: CHIẾN LƯỢC GIA # CHIẾN THUẬT GIA. Ông chiến lược là LÀM CÁI GÌ, ông chiên thuật là LÀM NHƯ THẾ NÀO, cái tối kị nhất nhé, xin ông chiến lược, ông nói làm cái gì thôi, còn làm như thế nào đừng xía vào, đừng hướng dẫn.
169: thượng đế là người TỈ MỈ (chuyện tay đua cừ khôi, trứ danh)
176: Xác định rõ CHỨC NĂNG ngay từ đầu, rồi DÁNG VẺ sẽ theo sau. (sút săn cụt nòng)
181: ý tưởng tuyệt vời không xuất phát từ vấn đề không rõ ràng.
Nên, VẤN ĐỀ ĐẦU TIÊN LÀ LÀM RÕ VẤN ĐỀ.
185: AI CŨNG NGHĨ RẰNG NHỮNG NỖI LO CỦA PHÒNG HỌ LÀ QUAN TRỌNG NHẤT, không chịu lùi 1 bước nhìn vào toàn cảnh (câu chuyện mất 10.000 rada, yếu huyệt làm tê liệt cả toàn bộ hệ thống, vì rada bị mất vào đối thủ, ko có GPS)
188: SAI ĐỀ = SAI ĐÁP ÁN.
Nên dùng từ VẤN ĐỀ thành từ ĐỀ BÀI, nghe sáng sáng tạo tạo…
192: HIỆN SUẤT # HIỆU QUẢ
Hiệu quả là làm DO THE THINGS RIGHT , hiệu suất là DO THE RIGHT THINGS
198: VIẾT LẠI CUỘC CHƠI, chứ không đơn thuần chơi tốt hơn (tư duy đại dương xanh)
203: DÌM anh ta vào CƠN ÁC MỘNG, sau đó nói rằng đây chỉ là mơ thôi. Ảnh sẽ thấy được khao khát của ảnh (chuyện socola đi tìm agency cho bao bì, quảng cáo…)
230: Triết: “CUỘC SỐNG LÀ MỘT HÀNH TRÌNH, phần kết không tồn tài, trọn từng khoảnh khắc”, cái này nghe cũ kỹ nhưng tác giả kể bằng câu chuyện ĐI DU LỊCH, MUỐN ĐI TỚI ĐÍCH CÁI LÈO LUÔN, HAY QUA TỪNG ĐIỂM…
239: Giám đốc = HLV (không chen chân nổi suất đá chính)
247: CÓ CHÍNH KIẾN RIÊNG # CÓ LÝ (hùa đám đông)
sống nên có chính kiến riêng nhé, vậy mình mới ko LẪN vô đâu được
- Review by Nguyên Ngộ Ngộ
https://www.facebook.com/khoinguyen109

[Khue Dinh · Rating 3 out of 5]

Cuốn này có một ý mà mình rất thích. Vắn tắt lại tác giả cho rằng, mọi sự trên đời đều có hai mặt, hai mặt này nhiều khi chỉ là hai mặt thôi chứ khó phân ra hay, dở (thôi được rồi, nghe thì có vẻ sáo nhở). Ví dụ, bạn biết thêm một cái gì đó thì bạn đã quên mất chính cái đó lúc mình chưa biết (thôi được rồi, nghe có vẻ mù mờ nhở :))

Thôi liên hệ bản thân đi. Mình đọc cuốn Where the Wild Things Are xong mình không thể biết chắc mình nghĩ gì về nó luôn. Mình thấy nó cũng được, nghĩa là cũng hay hay dù mình không thích lắm.

Tuy thế, do mình đã đọc một lô lốc bài viết về cuốn Where the Wild Things Are lẫn sự nổi tiếng của nó rồi, nên cái nhận xét của mình về nó có vẻ gì đó không thực, đại loại vậy. Mình hoàn toàn mù mờ về cảm nghĩ của mình trước khi biết đến sự thành công của cuốn sách tranh này.

Thôi được rồi, tóm lại là gì? Tóm lại là khi bạn đọc bất cứ thứ gì, bạn đồng thời cũng mất đi cái cơ hội không-đọc-nó. Thực tế, nhiều khi cái không-đọc này cũng khá là thú vị, đánh mất nó là coi như mất mãi mãi luôn :))

[Matthew Young · Rating 4 out of 5]

The CEO of Cathay Pacific Airways recommended this book to me. This book gives you a clever view in business from an advertisement perspective. It gives many examples as to what to do or what not to do in a business. Sometimes a solution to a difficult problem can actually be easy to work out. Don't overthink or try to be witty. This book can change someone's career and help them make prudent choices.
Easy to read, short and simple stories at 3-4 pages max. It's could be a life changer to someone who is lost at work or life.

[Trang Trangg · Rating 2 out of 5]

Thực sự mình đã khá chật vật để đọc xong quyển này.
Thứ nhất, có lẽ do mình không hiểu được chủ ý của tác giả về việc ngắt dòng, mình rất khó chịu khi cứ hết một câu lại xuống dòng - nó ngắt quãng mạch đọc và kéo dài thời gian đọc của mình mặc dù sách là tập hợp của những mẩu chuyện ngắn, chuyện dài nhất chắc chưa đến 2 trang nếu cô đọng và viết cách dòng bình thường.

Thứ hai, mình không phủ nhận là sách có vài ý khá hay nhưng phần lớn các chuyện đều khá kể lể. Ví dụ như để truyền tải ý làm quảng cáo thì phải rõ khách hàng mục tiêu, tác giả kể một câu chuyện dài dòng (với mình thì khá kể lể): giữa chuyện đề cập "Sản phẩm có đắt không?" là yểu tố quyết định mua hàng, sau đó đoạn cuối lặp lại ý trước "Tôi sẽ mua nếu giá cả phải chăng".

Thứ ba, có lẽ do NXB là WeCreate - trung tâm đào tạo truyền thông - nên mình thấy quyển này bị marketing quá, sử dụng endorsement của các nhân vật lớn làm quảng cáo, tựa đề sách nghe quá đỉnh nên mình đã bỏ 150k ra mua. Hơi tiếc vì những gì mình thu được không bõ giá mình trả..

[Leonidas · Rating 4 out of 5]

This is chicken soup for the advertising and creative bunch.

A collection of stories that revolve around a list of concepts relevant to advertising, creativity and business.

Reminds you of Seth Godin's short daily blog posts.

Even after reading the book description, I assumed this book would be heavy business related with some facts, tips, and just something else.

But it was just stories to present an example of a concept. Sometimes the connection with the story seemed a bit loose, or perhaps confusing, but overall, a good presentation, and well written.

I learned more about historical WW2 stories, than I did about relevant creativity concepts. More of less, you can summarize most of the stories into a list of 100 'how to be more creative, do well in business', but I guess that wouldn't absorb as well.

Either way, this was a quick read. I don't believe I absorbed much, because I blazed through it. But a good quick read regardless.

[Sam · Rating 3 out of 5]

Very readable collection of short stories, blog posts and anecdotes on the ad industry, marketing and life. At its best it's a guide to inventive marketing, at its worst it can be a bit self-helpy. Either way, it takes no time at all to read through the wisdom it does have. Entertaining stuff.

[Vu Cong Huy · Rating 4 out of 5]

The man did what he do best: telling stories.

[Dinu Guţu · Rating 2 out of 5]

sfaturi excelente despre cum sa fii cea mai buna varianta sociopata a ta. acum si in advertising. thatcher i-ar fi dat 5 stelutse

[Tazar Oo · Rating 4 out of 5]

ယံုၾကည္ခ်င္စရာက အမွန္တရားကို အလဲထိုးတယ္

ကန္နင္ဂန္က ညေမာင္းတိုက္ေလယာဥ္တပ္စိတ္ရဲ႕ အႀကီးအကဲ။ ဒုတိယကမၻာစစ္ ဂ်ာမန္ေတြ ၿဗိတိန္ေပၚ ဗံုးမိုးရြာေနတုန္းက သူ႔တပ္စိတ္က တျခားညေမာင္းတိုက္ေလယာဥ္တပ္စိတ္ေတြထပ္ ႏွစ္ဆပိုၿပီး ဂ်ာမန္တိုက္ေလယာဥ္ေတြကို ပစ္ခ်ႏိုင္ခဲ့တယ္။
လွ်ဳိ႕၀ွက္ခ်က္ကိုေတာ့ အားလံုးလည္း သိၾကတယ္။
ကန္နင္ဂန္မွာ တမူထူးျခားတဲ့ အျမင္အာရံုရွိတယ္၊ သူက မုန္လာဥနီကို အရမ္းႀကိဳက္တယ္။
မုန္လာဥနီေတြမွာ ဗီတာမင္ေအ ၾကြယ္၀တယ္။
ဒါေၾကာင့္ အျမင္လႊာေပၚက်ေရာက္တဲ့ အလင္းေရာင္ကို ဖမ္းဆုပ္ႏိုင္အား ပိုမိုျမင့္မားတယ္၊ အေမွာင္ထဲမွာ ဖ်ပ္ခနဲအလင္းေရာင္တစ္ခုေပၚလာၿပီးတာနဲ႔ သူ႔မ်က္လံုးက အလ်င္အျမန္ ျပန္ၿပီး အေမွာင္နဲ႔က်င့္သားရသြားႏိုင္တယ္။
အဲဒီေခတ္က ဗီတာမင္ေတြအေၾကာင္း လူေတြမသိၾကေသးဘူး။
ဒီေတာ့ သတင္းစာဂ်ာနယ္ေတြမွာ ေခါင္းႀကီးသတင္းျဖစ္ေနတယ္။
ဆယ္လစ္ဘရစ္တီ ကန္နင္ဂန္။
ေန႔ဘက္ေတြမွာလည္း သူက ေနကာမ်က္မွန္ႀကီး တပ္ထားေလ့ရွိတယ္။
ညဖက္ ေလယာဥ္ေမာင္းရေတာ့မယ့္အခ်ိန္ပဲ သူ႔မ်က္မွန္ကို ခၽြတ္တယ္။
သူ႔ ညအျမင္ကို ထိန္းသိမ္းထားဖို႔ပဲ။
ေန႔ဘက္စူးရွတဲ့အလင္းေရာင္ကို အကာအကြယ္မရွိ ခံထားရတဲ့ သာမန္လူေတြထက္ သူ႔ရဲ႕ မ်က္လံုးက ပိုမိုအားေကာင္းတာ အထင္အရွားေပါ့။
ထူးျခားလွတဲ့ အျမင္အာရံုေၾကာင့္ ကန္နင္ဂန္ဟာ သိပ္ထူးခၽြန္တဲ့ ညေမာင္းတိုက္ေလယာဥ္မွဴးတစ္ဦး ျဖစ္လာခဲ့တယ္ေပါ့။
တကယ္ေတာ့ ဒီလိုလည္း ဟုတ္မေနဘူး။
သူ႔တပ္စိတ္က တျခားတပ္စိတ္ေတြထပ္ ႏွစ္ဆပိုၿပီး ဂ်ာမန္ဗံုးက်ဲေလယာဥ္ေတြကို ပစ္ခ်ႏိုင္ခဲ့တာေတာ့ အမွန္ပဲ။
ဒါေပမဲ့ သူ႔အျမင္အာရံုနဲ႔ေတာ့ ဘာမွမဆိုင္ဘူး။
"ေကာလာဟလ" လႊင့္ထားတာ သက္သက္ပဲ။
ၿဗိတိသွ်ေလတပ္မေတာ္မွာ အဆင့္ျမင့္ေရဒါစနစ္တစ္ခု စမ္းသပ္ေအာင္ျမင္ထားၿပီးၿပီ။
ေျမျပင္မွာတပ္ထားတဲ့ ကိရိယာေတြက ၿဗိတိသွ်တိုက္ေလယာဥ္ေတြကို ဂ်ာမန္ဗံုးက်ဲေလယာဥ္ေတြရွိရာဆီ လမ္းျပေပးတယ္။
ေလယာဥ္မွာတပ္ထားတဲ့ ကိရိယာေတြက တိုက္ေလယာဥ္မွဴးကို ဗံုးက်ဲေလယာဥ္တစ္ခုခ်င္းရဲ႕ေနရာကို လမ္းျပေပးတယ္။
အဲဒီအခ်ိန္တုန္းက ကမၻာေပၚမွာ ၿဗိတိသွ်တစ္ႏိုင္ငံတည္းသိေသးတဲ့ စနစ္။
ကန္နင္ဂန္ရဲ႕ တပ္စိတ္ဟာ ဒီစနစ္ကိုုတပ္ဆင္ခြင့္ရတဲ့ ပထမဆံုးတပ္စိတ္ျဖစ္လာတယ္။
တကယ္လို႔ ရန္သူဂ်ာမန္ေတြသာ ဒါကိုသိသြားရင္ ဒီအတြက္ တန္ျပန္ကာကြယ္ေရးစနစ္ေတြ ျပင္ဆင္လာေတာ့မယ္။
ဒီေတာ့ ၿဗိတိသွ်ေတာ္၀င္ေလတပ္မေတာ္အေနနဲ႔ ဒီအေၾကာင္း ႏႈတ္ပိတ္ထားေလ ေကာင္းေလပဲ။
ကန္နင္ဂန္ဟာ အမ်ဳိးသားသူရဲေကာင္းတစ္ေယာက္ ျဖစ္လာတယ္။
ရန္သူ႔စပိုင္ေတြက မိခင္ဂ်ာမနီဆီ သတင္းျပန္ပို႔တယ္။ သူတို႔ဗံုးက်ဲေလယာဥ္ေတြ အမ်ားအျပားဆံုးရႈံးေနရတာဟာ "ကပၸတိန္ေၾကာင္မ်က္လံုး" ေၾကာင့္ပဲတဲ့။
အခ်ိန္အေတာ္ၾကာအထိ ဒီဇာတ္လမ္းကို ဂ်ာမန္ဘက္က လက္ခံထားခဲ့တယ္။
အမွန္ကို မသိခင္အထိ ၿဗိတိသွ်ရဲ႕ ေရဒါစနစ္ေၾကာင့္ ဂ်ာမန္ဗံုးက်ဲေလယာဥ္ အမ်ားအျပား ဆံုးရႈံးခဲ့ရတယ္။
အေၾကာင္းကေတာ့ မၾကာခဏဆိုသလို ရိုးရွင္းတဲ့မုသားေလးတစ္ခုဟာ ရႈပ္ေထြးတဲ့အမွန္တရားထက္ အမ်ားႀကီးပို စြမ္းေဆာင္ႏိုင္တတ္လို႔ပဲ။
အနည္းဆံုးေတာ့ လူထုဆက္သြယ္ေရးကိစၥေတြမွာ ဒီအတိုင္း ျဖစ္ေလ့ရွိတယ္။
အမွန္မဟုတ္ဘူးဆိုတဲ့ အခ်က္က အေရးမႀကီးဘူး။
အေရးႀကီးတာက ကိုယ္ပစ္မွတ္ထားတဲ့ေစ်းကြက္က အဲဒါကို ယံုမယံုဆိုတာပဲ။
ေနာက္တစ္ခ်က္က၊ လူအမ်ားစုအေနနဲ႔ စိတ္ကူးဉာဏ္က ဖမ္းဆုပ္ႏိုင္တဲ့အရာတစ္ခုဟာ ဆင္ျခင္တံုတရားက ဖမ္းဆုပ္ႏိုင္တဲ့အရာတစ္ခုထက္ ပိုမိုအားေကာင္းေနတတ္တယ္။
ဒီေနရာမွာ မာဂရက္သက္ခ်ာဟာ ဆရာတစ္ဆူျဖစ္တယ္။
ဒါေၾကာင့္ပဲ ေရြးေကာက္ပြဲသံုးႀကိမ္ဆက္တိုက္ အႏိုင္ရခဲ့တယ္။
ဘီဘီစီအင္တာဗ်ဴးသူကို စီးပြားေရးနဲ႔ပတ္သက္ၿပီး သူျပန္ေျဖတာ ကၽြန္ေတာ္ၾကားဖူးတယ္။
ေငြေၾကးဆိုင္ရာမူ၀ါဒနဲ႔ပတ္သက္ၿပီး ကတ္ဘိနပ္ရဲ႕ အၾကံေပးခ်က္ကို ဘာလို႔လက္မခံတာလဲလို႔ သူ႔ကို ေမးတယ္။
အတိအက်ေတာ့မဟုတ္ဘူး၊ သူျပန္ေျဖပံုက၊ "ပိုက္ဆံနဲ႔ပတ္သက္ရင္ေတာ့ အိမ္ေထာင္စုတစ္ခုမွာ ကၽြန္မတို႔အမ်ဳိးသမီးေတြပဲ ဦးစီးေနရတာမဟုတ္လား။ ဒီေတာ့ ေငြေၾကးကိုင္တြယ္ရာမွာ ကၽြန္မတို႔က ေယာက္်ားေတြထက္ ပိုေတာ္တယ္ထင္တာပဲ" တဲ့။
ဂါဒီးယန္ဖတ္တဲ့သူေတြဆိုရင္ေတာ့ ဒီလိုသာၾကားရင္ ေပါက္ကရေတြေျပာရဲလွခ်ည္လားလို႔ မယံုၾကည္ႏိုင္စြာ ညည္းမိၾကမွာပဲ။
ဒါေပမဲ့ ႏိုင္ငံအႏွံ႔အျပား အိမ္ရွင္မေတြကေတာ့ ေခါင္းတညိမ္ညိမ့္နဲ႔ ေက်ေက်နပ္နပ္ ျပံဳးေနၾကပါလိမ့္မယ္။
မဲထည့္မယ့္ ဂါးဒီးယန္းဖတ္ပရိသတ္ထက္ မဲထည့္မယ့္ အိမ္ရွင္အေရအတြက္က အမ်ားႀကီး မ်ားတာေပါ့။
ဒီအိမ္ရွင္မေတြဟာ မာဂရက္သက္ခ်ာေျပာတာကို ေကာင္းေကာင္းနားလည္တယ္။
မွန္လားမွားလားဆိုတာက သိပ္အေရးမႀကီးလွဘူး။
အေရးႀကီးတာက ပစ္မွတ္ပရိသတ္ႀကီး ယံုၾကည္ခ်င္သလား ဆိုတာပဲ။
ဒီကိစၥက ေၾကာ္ျငာေလာကမွာ အခုျဖစ္ေနတဲ့ ျပႆနာႀကီးတစ္ခုပဲ။
ကၽြန္ေတာ္တို႔က အရမ္းလည္လြန္းေနတယ္။
ဒီေတာ့ လည္တဲ့ဟာေတြပဲ အလုပ္ျဖစ္မယ္လို႔ ထင္တယ္။
ကၽြန္ေတာ္တို႔က ပညာတတ္ဘြဲ႕ရေတြ၊ ဒီေတာ့ ဆိုပါစို႔ ကၽြန္ေတာ္တို႔လို ထက္ျမက္တဲ့လူေတြအတြက္ အဆီအေငၚတည့္မယ္လို႔ ကၽြန္ေတာ္တို႔ယံုၾကည္တဲ့ အေျဖေတြနဲ႔ပဲ ပြဲထြက္လာတတ္ၾကတယ္။
ျပႆနာတစ္ခုေတာ့ ရွိေနတယ္။
အျပင္ေလာကမွာရွိတဲ့ ပကတိလူသားေတြက ကၽြန္ေတာ္တို႔လိုမဟုတ္ဘူး။ ကၽြန္ေတာ္တို႔ ေၾကာ္ျငာမီဒီယာေလာက ကြက္ကြက္ေလးအေၾကာင္းကိုလည္း ေခါင္းထဲမရွိၾကဘူး။ ရွိစရာလည္း မလိုဘူး။
ဒီေတာ့ သူတို႔နဲ႔ အလုပ္ျဖစ္မွာတစ္ခုကို လုပ္ခ်င္တယ္ဆိုရင္ ကၽြန္ေတာ္တို႔အတြက္ပဲ အလုပ္ျဖစ္မယ့္ဟာေတြကို ေမ့ပစ္ဖို႔လိုလိမ့္မယ္။
သူတို႔ေလာကထဲ ထိုးေဖာက္ႏိုင္တာတစ္ခုခု ကၽြန္ေတာ္တို႔ လိုတယ္။
ကၽြန္ေတာ္တို႔ ယံုၾကည္ႏိုင္မယ့္ဟာမ်ဳိးမဟုတ္ဘူး။
သူတို႔ "ယံုၾကည္ခ်င္ေနတာ" တစ္ခုခုပဲ။

#DaveTrott

[nananatte · Rating 4 out of 5]

เพื่อนส่งหนังสือเล่มนี้มาให้อ่าน เพราะเห็นเราอยากอ่านงานเขียนอีกเล่มนึงของ Dave Trott แต่เล่มนี้สะดวกดีเพราะมีแปลไทยแล้ว เราก็ไม่รอช้า หยิบมันคือมาอ่าน โดยไม่รู้สักนิดว่ามันเป็นหนังสือเกี่ยวกับอะไร

อ่านไปได้สัก 3-4 บทก็ค้นพบว่า... ความคิดสร้างสรรค์กับฉลาดแกมโกงมันต่างกันแค่เส้นบางๆ เท่านั้นเอง อ่านเพลินค่ะเล่มนี้ ถ้าใครชอบผลงานของ Paul Arden ก็น่าจะชอบงานเขียนชิ้นนี้ได้ไม่ยาก (แต่ส่วนตัวยังชอบ Paul Arden มากกว่าค่ะ)

ตัวอย่างในเล่มค่อนข้างจะโหด เมื่อเทียบกับงานเขียนแนวความคิดสร้างสรรค์เล่มอื่นๆ เท่าที่มีในตลาด ตัวอย่างที่มีมาในเล่มไม่ใช่แค่จากวงการเอเยนซีโฆษณาหรือการทำการตลาดเท่านั้น มันยังรวมไปถึงการก่ออาชญากรรม การทำสงคราม และเกมการเมืองด้วย

[Sahathust Num · Rating 4 out of 5]

เมื่อฟังและได้อ่านเรื่องเล่ามากมายที่อยู่ในเล่มนี้ ทำให้เกิดภาพต่างๆในหัวมากมายเหลือเกิน จินตนาการของคนเราเมื่อได้ฟังเรื่องเล่า มันมีพลังสร้างสรรค์ อย่างไม่น่าเชื่อ
เมื่อคุณได้อ่านหนังสือเล่มนี้จบ คุณจะได้หลักการอะไรบ้างอย่างที่สามารถนำไปปรับใช้กับชีวิตของคุณได้ เพราะหลักการเหล่านี้ก็ได้ผ่านการกลั่นมาจากชีวิตของนักเขียนเหมือนกัน

[Mukund · Rating 4 out of 5]

So much good gyan. Learnt loads of things, most of which I might not remember for long. Those which stick, still makes this book a good read.

[Michael Frohnholzer · Rating 4 out of 5]

4.3/5

เป็นเรื่องสั้นหลายๆ เรื่องมารวมกันในหนึ่งเล่ม ซึ่งในเเต่ละเรื่องจะมีตัวอย่างเฉพาะเเละเเนวคิดที่ช่วยกระตุ้นความคิดสร้างสรรค์ โดยจะเน้นไปในทางวงการโฆษณา หรือคนที่ทำงานด้านโฆษณา คนทั่วไปสามารถอ่านได้เช่นกัน เพราะเรื่องสั้นเหล่านี้ช่วยต่อยอดความคิดเราในด้านอื่นๆได้ เช่น ด้านธุรกิจ เป็นหนึ่งในหนังสือทางด้านความคิดที่ดีมากๆ อีกหนึ่งเล่มที่เคยอ่าน

[Rafael · Rating 4 out of 5]

while i was a little disappointed that it wasn't about thinking like a predator, there were a lot of good short stories that reinforced a short lesson at the end of each real life parable. the long and short of it is that you should remain creative while being grounded in reality. a fun read and some interesting lessons to try to apply in your life if you don't already.

[Pawarut Jongsirirag · Rating 4 out of 5]

สนุกเเละอ่านง่ายสไตล์ Dave Trott

ไปๆมาๆดันชอบบทที่ไม่ได้พูดถึงเรื่องวงการโฆษณามากกว่าซะอย่างงั้น ถึงเเม้บางเรื่องจะออกเเนวไลฟ์โค้ชนิดๆ เเต่พอมาอยู่ในมือของ Dave การเล่าเรื่องทำนองนี้ก็ดูสนุกเเละไม่ได้รู้สึกว่าเเกมาสอนคนอ่านให้คิดหรือทำเเบบนู้นเเบบนี้

สิ่งเดียวที่ Dave ทำ คือ มาเล่าเรื่องสนุกๆให้คนอ่านฟังเท่านั้นเองครับ

[Phuong Dang · Rating 4 out of 5]

Quyển này khá là thú vị. Tác giả có góc nhìn phải nói là độc đáo, mới lạ. Ví dụ như cái cách kể câu chuyện bà vợ tiễn ông chồng "vượt biên" khỏi trần thế. Ở đâu ông cũng chỉ ra được điểm sáng tạo và đưa ra quan điểm khác biệt.
Qua mỗi câu chuyện làm mình thấm thía hơn về câu nói "Ta hiểu vấn đề theo cách nhìn của ta, không phải bản chất của sự việc".

[Reza · Rating 4 out of 5]

A set of small texts as stories and memories collected by author, each one contains a wisdome to plunder! Something similar to `The art of thinking clearly` and `The art of the good life`, by Rolf Dobllie, but not as good as them in my eyes. Anyway, interesting and worthy to re-read.

[Duy Vĩnh · Rating 5 out of 5]

Dave Trott is such a great story teller. I love the way he used his magnificent vocabulary to pave up so many vivid short articles and through that implied a lot of experiences and advices.

This book is more than just about creativity. I defintely will come back to read this book again and again in the future.

There are gold lessons that will never get old.

[Zach · Rating 5 out of 5]

Must-read for anyone in advertising or any creative field. Entertaining and thought-provoking stories that I’ll definitely read over and over again.

[Patrice Blanchard · Rating 5 out of 5]

Just stunning book. A must keep on the nightstand and open regularly. Every short story is inspiring and proves that there is another way at watching at the world around us.

[Salma · Rating 3 out of 5]

I liked that it was written like stories but other than that it wasn’t groundbreaking information

[Teo Mona · Rating 4 out of 5]

It was engaging and interesting as other Dave Trott’s works. I think this one is his most famous book but I actually like “creative blindness” and “one+one=three” slightly more.
Essentially his short, simple, clear writing styles are same on all his works and many of stories he shares is inspiring.

[Bohdan · Rating 5 out of 5]

Мясо

[Aix · Rating 4 out of 5]

4.3

[Chanh Nguyen · Rating 5 out of 5]

Đây là một trong những cuốn sách mình rất thích, tư duy viết sáng tạo khi phân tích một sự việc ở một góc nhìn khác. Lối viết ko giáo điều, quan trọng là tự nghẫm và liên kết với những sự việc khác trong đời sống. Có vài thứ hay:


23: Sáng tạo cần phải có nổ lực. Giết người mà cũng có thể đem ra làm ví dụ mà người đọc phải Oh! WTF sao lạ vại.
42: TỔNG BẰNG KHÔNG. Đây là thuật ngữ được đề cập khá nhiều ở quảng cáo, giờ mới pít cũng hay ho
45: :"bạn có thể có tất cả, nhưng ĐỪNG MƠ MỌI THỨ CÓ MỘT LÚC.
103: 'Khôn khéo là nắm được cách người ta lựa chọn, không phải tăng lựa chọn." tư duy sáng tạo tho chiều ngang là mở cái tập options, còn theo chiều sâu là chọn luôn đưa ra thứ tự ưu tiên luôn cho đối tượng muốn hướng đến. Cái này hay phết
203: Sáng tạo thần sầu khi tạo ra một một giấc mộng kinh hoàng để đẩy đối tượng vào, mặc cho họ nghĩ suy tưởng tượng. Bùm, thức dậy đi! mơ đấy! sự thật là có tôi ở đây nè! Đối tượng chỉ Oh,, đã đã đã

Có một điểm quan trọng trong khi làm việc là cứ sếp giao việc gì đó thì làm. Đọc xong cuốn này nó cũng gợi nên tư duy quản trị ngược dòng. Sếp giao cho cái ji:
1. Xác định cái task đó là “vấn đề” hay “đề bài”, root cause là gì
2. Thứ tự ưu tiên theo backlog của sếp và của mình
3. Timeline dự kiến nên chia theo giai đoạn nho nhỏ để mà report

inspired by - Nguyên Ngộ Ngộ

[Jay Chatree · Rating 4 out of 5]

สำหรับผม ชื่อเรื่องกับ หน้าปกดูไม่น่าสนใจ เลยไม่ได้อ่านทั้งๆที่มันออกมานานละนะ เคยไปเจอรีวิวในเฟสมั้งว่าดี เลยไปหามาอ่าน สุดท้ายก็ดีนะให้ข้อคิดที่ดีในหลายๆเรื่อง แต่บางข้อก็ค่อนข้างเบสิค ที่เราได้เจอได้อ่านมาทั่วไป ข้อคิดที่น่าสนใจเช่น
1.ความไม่รู้เปิดทางให้เราไปสู่สิ่งใหม่ๆ
2.คนที่มีความคิดสร้างสรรค์มักจะมีการตั้งคำถามว่าทำไม
3.ถ้าเราไม่เลือก คนอื่นก็จะเลือกให้ ถ้าเราไม่ตัดสินใจในสิ่งที่ยาก เราก้อาจไม่ได้ในสิ่งที่อากได้
4.บางครั้งคนเราต้องเลือกสักอย่าง การเลือกทั้ง 2 อย่างอาจจะไม่ดีสักอย่าง
5.เวลาเราจะขอให้ใครทำอะไร ต้องคิดและระลึกเสมอว่า แล้วเขาจะได้อะไร
6.อย่าคิดว่าทุกคนจะรู้ในสิ่งที่เรารู้
7.รู้จักมองปัญหา หรือประสบการณ์ในมุมมองของคนอื่น
8.คำวิจารณ์ทำให้เราเติบโต เอาคำดู๔ุกมาเป็นพลัง
9.ในหลายๆกรณีการลดตัวเลือก ดีกว่าการเพิ่มตัวเลือก
10.พูดเฉพาะสิ่งที่จำเป็น แล้วคำพูดเราจะทรงพลัง
11.พูดหรือเขียนที่ดี คือการสื่อสารเรื่องวับซ้อนให้เป็นเรื่องง่ายๆ
12.หาให้เจอว่าใครเก่งอะไร แล้ววางใจให้เขาทำงานในสิ่งที่เขาถนัด
13.คนเรามักจะเชื่อในสิ่งที่น่าจะได้ผล มากกว่าสิ่งที่ได้ผลจริง
14.เวลาที่ผิดหวังหรือเสียใจอะไร คิดไว้อยุ่เสมอยังมีคนที่เจออะไรแย่กว่าเราอีกเยอะ
15.กล้าเสี่ยง+คิดสร้างสรรค์ = นักล่า
นี่แค่ส่วนนึงของเนื้อหา ยังมีข้อคิดอีกเยอะ ที่อาจจะตรงใจ หรือจริตของใครๆอีกหลายคน ลองมาหาอ่านกันได้

[Kalo · Rating 4 out of 5]

This is an evergreen motivational and philosophical book, not a tactical book. Although it's aimed at art directors and other professionals in the creative arena, and the author derives a big part of his anecdotes from his personal experience in the word of advertising, the ideas are easily applicable to all sorts of situations in life and business. It's an easy-to-read book that will make you wiser whether you're a copywriter, art director, own your own startup or you run a tiny local brick and mortar. Highly encourage you to check it out.

[Mad Hapa · Rating 2 out of 5]

Definitely NOT a masterclass...at best a roundup of do's and don'ts for people in advertising and marketing. There are some interesting stories and words of wisdom, but if you've been in the business for more than 15 years these will be obvious to you. Had I read this book during or shortly after college, it would have meant more.

Something I didn't expect: each chapter is only a few pages long, and reads more like a collection of blog posts. So, it's easily digestible.

[Amy · Rating 2 out of 5]

Mấy bạn copywriter với creative agency chắc sẽ cưng cuốn này lắm. Em thực sinh ra không phải để làm creative agency mà. Giờ này năm ngoái đọc Ogilvy, năm nay đọc Dave Trott mà không thấy vào lắm, khổ ghê.

Have-Do-Be vs. Be-Do-Have