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The basic idea. If we're going to fix advertising, we're going to have to change it. Change is hard. So, not everything is going to get fixed right away. And new stuff is going to get broken. Some will think my stick solutions are simplistic. The industry already knows all about the problems. They happen in every client/agency relationship. So, almost every agency in the world talks about them in elaborate terms, and develops complex, proprietary ways to solve them. The only trouble is, the problems aren't being solved. And for all the theories, and cutting-edge solutions, the problems with the process of creating decent advertising that even has a chance to work, are remarkably similar from agency to agency, and client to client. And they don't seem to be going away. But, why do simple problems need complicated answers? Maybe the solutions to some of advertising's most basic problems are, well...basic. 7 

Table of Contents for the Digital Edition of The NXT Big Thing - Vol. 1, No. 2 - June, 2006

The NXT Big Thing - Vol. 1, No. 2 - June, 2006

The NXT Big Thing - Vol. 1, No. 2 - June, 2006 - (Page Cover1)
The NXT Big Thing - Vol. 1, No. 2 - June, 2006 - (Page Cover2)
The NXT Big Thing - Vol. 1, No. 2 - June, 2006 - (Page 1)
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