Business Opportunities Weblog

October 18, 2005 by Dane Carlson | 2 Comments

My new reviewer, Sarah Bosch, starts her series of profiles today with a look at Phil Dusenberry’s Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising:

According to ad industry veteran Phil Dusenberry, one big insight is worth a thousand good ideas. In his new book entitled “Then We Set His Hair on Fire: Insights and Accidents from a Hall-of-Fame Career in Advertising,” Dusenberry explores the important differences that separate one great idea from an insight, capable of defining a brand for years to come.

Part workbook, part how-to, and part memoir, Dusenberry writes in an authoritative yet surprisingly conversational style. It’s interesting, honest, and often humorous. The behind-the-scenes accounts of BBDO and their relationships with GE, HBO, Visa, and Pepsi were fascinating. This book explains the innovative thinking behind some of the greatest, most effective commercials of all time.

While Dusenberry offers up some interesting advise and smart solutions, it was light on depth at times. There weren’t many earth-shattering revelations and at times felt a bit vague, but Dusenberry does a great job of balancing common sense with humor and wisdom.

The behind-the-scenes account of the 1984 Pepsi commercial featuring Michael Jackson alone is worth the read. This book will do wonders for anyone who needs a creative jumpstart – whether that be a student, entrepreneur, or creative professional. I even photocopied a few of the pages to keep next to my computer to serve as a creative coach. Read this book, and you’ll learn what really works in a highly competitive world.

In Books, Reviews | 2 Comments