The book is full of advice, and by no means rules, of how to tackle the ever growing and competitive creative industry. I've always wanted to pursue a creative career so I was instantly intrigued to read what advice was given by such a well known and respected advertising creatives.
"Practice only makes perfect if you make progress"
Throughout the book Hegarty's witty and wise words made me laugh, which made the read very enjoyable. The short sections of the book made it easy to read and the break down of themes enabled you to really think about each topic properly.
I particularly liked the advice of working where there is bad weather, saying how are you supposed to concentrate and be creative when a beach and bottle of beer is in sight?
"We must always remember technology is not an idea. It's the means to express an idea. So under no circumstances should you become overawed by it."
He spoke about how to use technology as a tool, giving examples of how the inventors of the motion picture camera, invented the motion picture camera and not the motion picture industry. The possibility and outcomes of using software such as photoshop are endless, however it's the skill and knowing how to use them that creates a great piece of work.
I thoroughly enjoyed the book and would definitely recommend it to anyone hoping to pursue a career in the creative industry, or is already in one as it is full of interesting topics that may make how you look at how you work.
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