In “It's Not How Good You Are, It's How Good You Want To Be” the late Paul Arden, Creative Director at Saatchi and Saatchi, offers up some of the lessons he learnt during a lifetime in advertising. Here’s 10.

Back in 2019 the LinkedIn B2B Institute commissioned the first-ever B2B cut of the IPA dataset. In the report that followed, Les Binet and Peter Field explored the 5 principles of growth in B2B marketing. Here’s a summary.

The psychologist Daniel Kahneman won the Nobel Memorial Prize in Economic Sciences in 2002. His book Thinking Fast & Slow distills his work on human decision making. In doing so, it highlights both the brilliance & limitations of the human mind. Here’s a summary.

In his book Priceless, William Poundstone describes coherent arbitrariness; the theory that people don’t judge prices in absolute terms but relative to their context. The book goes on to explain the many ways that our perceptions of value are not fixed. Here’s 7.

James Webb Young believed that the production of ideas was as definite as the production of Fords. In 1942, he published his five-step process in the book A Technique For Producing Ideas. I’ll summarise it here for those who haven’t read it.

Decoded: The Science Behind Why We Buy, by Phil Barden, ends each chapter with a one-page distillation. I’ll use these 6 pages to summarise the book for those who haven’t read it.

I recently finished reading Building Strong Brands (1996) by David Aaker. It finishes with 10 guidelines that provide a good overview of the book’s main themes. I thought I’d summarise them here in case others find them useful.

I read Richard Shotton’s book The Choice Factory back in February after winning a copy through Neil Perkin’s newsletter, Only Dead Fish. Here’s a summary of the 25 behavioural biases that the book covers.

In this fantastic piece, Kevin Simler outlines six theories of how advertising works. I thought it may be valuable to summarise each of the theories here.

During a recent re-read of Truth, Lies and Advertising I distilled Jon Steel’s ten rules for qualitative research.

So, with a little creative license, I thought I’d share my notes in case others might find them useful.