George Lois on Distilling a Marketing Problem into One Simple Sentence
From ~ George Lois in What’s The Big Idea, 1991
When speaking of a client’s “marketing problem” – an obstacle that must be overcome or a competitive challenge that must be dealt with – many advertising people lapse into doubletalk. Marketing is a voodoo word that suggests complexity and even mystery. But if you’re thinking clearly, you should be able to distill a marketing problem – which precedes an advertising solution – into one simple sentence. If you can’t, you don’t understand your subject. If you can, that “problem” can become a thrilling opportunity for inventive work … and results wildly out of proportion to the client’s ad budget.