Chapter 2 “There are always two ways to fix a problem”

Finally, the answer that we have been waiting for. There is a right answer. In fact, there are two. Knowing that, you can shorten those moments of angst when your boss (client) has rejected all of your good ideas and you stare at the computer screen fruitlessly hoping that the answer will present itself. What of course is missing from this is the unsaid: there is a right way and a wrong way to fix a problem”. Getting it right leads to promotions, money, glory…oh sorry, this is advertising…more late nights, no more money absolutely no glory. Getting it wrong is bad: passed over for the promotion, assigned a new account, or most horribly, asked to help out on new business pitches.