Returning to the left brain right brain theme the talk is about getting the facts and the numbers right but then making a creative leap - which gets easier with experience

talking through a chapter in the book 98% Pure Potato which concerns not only the blend of analytical thinking and creativity but the higher powers too.

In this episode I outline a chapter I contributed to the revised 2nd edition of Readings in Account Planning edited by Hart Weichselbaum Which came out in March 2017 10 years after initial publication. Other authors include Malcolm Gladwell Scott Bedbury, Paul Feldwick and Mery Baskin

This came out 10 years ago and has been reissued revised and updated by Hart Weichselbaum. In this podcast I talk about the main ideas in the revised chapter I contributed. Still really chuffed that I am in a book alongside Malcolm Gladwell. Here is the link if you want to buy it: https://www.amazon.co.uk/Readings-Account-Planning-Copy-Workshop/dp/1887229361/ref=sr_1_1?ie=UTF8&qid=1507732246

Stephen King's scale of direct and indirect responses to advertising explained to show how important it is for plannner's to define the role of an ad before anyone tries to make one

an explanation of customer response and why it is so central to the idea of account planning when Stephen King developed his thinking. Both J Walter Thompson and Boase Massimi Pollitt put customer response at the heart of their way of developing advertising. We should continue to do so.

Author Tracey tells us what she thought when John suggested they write a book together, the process of writing it and what advice she would give to anybody else daft enough to want to write a book. Oh and here's a link to her podcast for Richard Branson's Future Visions Project: https://www.virgin.com/entrepreneur/can-we-use-artificial-intelligence-fight-crime-predicatively

following a prompt from Jeremy Bullmore this was a good opportunity to provide an introduction to the planning cycle which is only mentioned in passing in 98% Pure Potato. Is present as a paper in Brand Planning the timeless works of Stephen King but explained here using an unpublished version of the 1970s JWT Planning Guide

the remaining interviewees on whom the book was based which includes not only planners but some of the most influential advertising people in the UK these last 50 years

an account of the interviewees for the book in the order in which we interviewed them - with details that there was no time or space for in 98% Pure Potato