Dave Trott, sobre o dilema entre o “certo” e o “interessante”:
“I always tell students they will usually have to make a choice.
On the one hand: being right, but dull.
On the other hand: being wrong, but interesting.
So which should they choose?
I say go for interesting every time.
Why doesn’t most advertising work?
Because it’s ‘right’.
It’s been debated, discussed, argued, briefed, researched, debriefed, rebriefed, until it’s ‘right’.
And that’s the problem: it’s right.
It’s not interesting.
It’s not interesting, so no one notices it.
No one notices it so no one remembers it.
No one remembers it so it doesn’t work.”
