Amabhuku ama-Essential Wokukhangisa Okuthi Wonke Umuntu Kufanele Afunde
Abantu abaningi abahlukene bayokunika uhlu lokufunda uma ufunda ukukhangisa, noma uchwepheshe owenza lo msebenzi.
Kunamakhulu ezinkulungwane zezincwadi kulesi sihloko; kukhishwa okusha nsuku zonke. Kodwa kukhona abanye abaye bazama ukuhlolwa kwesikhathi, futhi baqhubeka befundwa ukufundwa. Uma ungaphakathi kwebhizinisi lokuxhumana, makube ukukhangisa, ukumaketha, ubudlelwane bomphakathi, ukuklama noma yini enye, lezi zincwadi kufanele zibe nendawo ehlala njalo kulabhulali yakho.
Indlela Yokubhala I-Brief Creative Brief ngo-Howard Ibach
Enye yezincwadi ezibaluleke kunayo yonke inqubo yokudala yinkimbinkimbi yokudala . Inikeza umnyango wokudala imiyalo yakhe yokuhamba, ubatshela ukuthi baqala ukumba yini imibono emihle. Egcwaliswe izibonelo zamabhalifthi ezinamandla futhi eziphumelelayo zokudala , futhi zibhalwa ngendlela ehlelekile kodwa efundisa kakhulu, lokhu kubalulekile ukufundwa kuwo wonke umuntu embonini yokuxhumana.
Hey Whipple, Squeeze Lokhu nguLuka Sullivan
Izincwadi ezimbalwa kakhulu zokukhangisa zilula futhi zijabulisa ukufunda. Kubhalwe yinkosi yanamuhla yesikhangiso sokukhangisa, iqukethe ulwazi oluningi wonke umuntu okufanele alukwazi. Uma usanda kungena ebhizinisini, uzothola umhlahlandlela wesinyathelo ngesinyathelo kuzo zonke izici zokukhangisa. Uma uke waba khona amashumi eminyaka, ngeke nje uhleke (futhi ukhale) kulo lonke le ncwadi, kodwa uzothola amathiphu nezikhumbuzo eziqhubekayo zokwenza ubuchwepheshe obungcono bokudala.
Iqiniso, Amanga Nokukhangisa: I-Art of Account Ukuhlela nguJon Steel
Ukuhlela okuningi kwe-akhawunti kuqinisekisa ukuthi ukukhangisa kuxhumana namakhasimende. Kodwa akudingeki ukuba ube umhleli we-akhawunti ukuze uqoqe ulwazi lwe-savvy emhlabeni oluvela kule ncwadi. U-Jay Chiat, umsunguli we-Chiat \ Day, uyibiza ngokuthi "Ithuluzi elisha lebhizinisi elisha laqalwa." Imikhankaso ekhumbulekayo, futhi ephumelele kakhulu efana ne-"Got Milk?" futhi "Think Different" yaqala ngokuhlela i-smart akhawunti. Incwadi okumele ifundwe-wonke umuntu e-agency yakho yokukhangisa, hhayi nje umnyango we- akhawunti .
Ogilvy On Advertising by David Ogilvy
UDavid Ogilvy wayengumlando wokukhangisa. Ifa lakhe lihlala phakathi kwamagatsha amaningi enethiwekhi ye-Ogilvy, kanye nezincwadi zakhe. I-Ogilvy On Advertising ibhekwa njengeBhayibheli lokukhangisa, eligcwele ulwazi olungenakulinganiswa kanye nemicabango ecacile evela kumuntu owake wathi "akuyona into engenzile ngaphandle uma ithengisa." Nakuba amashumi eminyaka ubudala manje, izimiso ezikuleli bhuku zifanelekile kunanini ngaphambili, futhi uzibangela ukungabi nabulungisa okukhulu uma ungazange ulifunde kusukela ekucaleni kuze kube sekugcineni.
Cow Purple: Shintsha Ibhizinisi Lakho Ngokumangalisayo NguSeth Godin
Kuthiwani uma ubona inkomo emnyama neyomhlophe ngemuva kokubona izinkomo ezibomvu kuphela? Kusobala. Kodwa kwenzekani uma uqhubeka ubona izinkomo ezimnyama neziningi ezimnyama? Yini evelele ke? Kungathatha inkomo ensomi. Lokho kuyisisekelo esiyisisekelo sencwadi ka-Godin yokuguqula ngokuguqula ibhizinisi lakho, nokukhangisa kwakho, kube into ephawulekayo. Phuma, mangala, noma uhlanganise futhi ungabonakali.
Kulabo Bantu Abahle Abanikela Ngayo Pearl Harbour nguJerry Della Femina
Mhlawumbe isihloko eside kunazo zonke esake sabhalwa incwadi yokukhangisa, futhi okwamanje akenzi ulwazi ngaphakathi ngaphakathi kwe-punchy encane. Kubantu abanomlutha empilweni nomsebenzi ovezwe Mad Mad, lena yincwadi yenu. Imemori evinjelwe futhi engekho-yokuvimbela yokukhangisa kwe-Madison Avenue kuma-60, kubhekwa njengenkolo yobudala, kodwa kufanele ibe khona lapho eshalofini lakho eduze kwe-Ogilvy's book.
Ukumiswa: I-Battle For Mind Yakho ngo-Al Ries noJack Trout
Sibona izinkulungwane zemilayezo yokukhangisa nsuku zonke. Cishe sikhumbule nje okuncane. Ukuba yingxenye yalokhu okuncane yilokho okushiwo le ncwadi. Indlela yokubeka umkhiqizo noma isevisi yakho, ngakho-ke, ukuthi ungayithengisa kanjani, isisekelo somkhankaso wokukhangisa nokukhangisa ophumelelayo. Uba kanjani umholi wembonini? Usizakala kanjani ngokunciphisa ukuncintisana? Uzothola
Indlela yokukhiqiza imibono kaJames Webb Young
Isibikezelo sikaBill Bernbach, omunye wabachwepheshe bokukhangisa kunazo zonke abawake baphila, kufanele kube ngokwanele ukukwazisa ukuthi lokhu kuyigugu. Futhi nakuba ishicilelwe ngo-1965 (kusukela isethulo kuqala sanikezwa ngo-1939) iseluleko esingapheli isikhathi sokusiza abanikazi be-copywriters, abaqondisi bezobuciko , abakhiqizi kanye nabahleli beqa amaqanda abo okudala. Uma (noma uma) ushaya udonga lobuciko, le ncwadi izokusiza ukuba uyijonge phansi.
Ukucatshangelwa kamuva: Ukuklama Isinyathelo Ngesinyathelo ngu-Edward de Bono
Ubuciko busebenza kanjani? Uthola kanjani imiphumela kuwo? Ucabanga kanjani ngokuhlukile, futhi ngokuphumelelayo nangempumelelo? Ibhuku lika-Edward de Bono lichaza konke. Noma ubani ocabanga ngokuphila kufanele afunde le ncwadi, futhi enye isebenza ngumbhali ofanayo. Kulula ukukopisha imibono emihle, kodwa ukwazi ukuthi ungaba kanjani, nokuthi ungayithuthukisa kanjani, leyo igolide elicwengekile.
I-caffeine ye-Creative Mind ngu-Stefan Mumaw noWendy Lee Oldfield
Ibhuku elilodwa eliwusizo ngempela kulezi eziyishumi eziphezulu, le ncwadi inokuzivocavoca okwanele kuyo ukunikeza imisipha yakho yengqondo ukusebenza kakhulu ngokweqile nsuku zonke. Zama kubo bonke kanye, bese uzama futhi. Thola izixazululo ezihlukile ezinkingeni ezifanayo (okunye okukhangisa ngakho konke) noma sebenzisa ukuvivinya umzimba ukuze uphendule ngaphambi kokubhekana nomsebenzi ohlobene nomsebenzi. Futhi kuyindlela enhle yokuhlala ukhaliphile uma unesidingo esingaphansi-isikhathi.
Incwadi kaBill Bernbach kaBob Levenson
Yeka indlela okumangalisa ngayo ukuthi indoda eyashintsha inkambo yokukhangisa nokukopisha kwanamuhla ayizange ibhale incwadi ngendlela akwenza ngayo. Kodwa-ke, sinenhlanhla ukuba nale akhawunti enhle ngomunye umuntu omkhulu wokukhangisa, uMnu. Bob Levenson. I-akhawunti ehlekisayo, ehlakaniphile, ehlakaniphile, e-nostalgic, neyinkimbinkimbi ye-legend, kanye nenhlakanipho yokukhangisa, lena ibhuku okumelwe libe nencwadi .... uma ungayithola. Akuphephiswanga, futhi kushintshana ngezandla ezingaphezu kuka- $ 150 ikhophi.
I-Art of Service Client nguRobert Solomon & Ian Schafer
Ngokuvamile kuthi ukukhangisa kungaba ibhizinisi elikhulu ngaphandle kwamakhasimende. Kusobala ukuthi ibhizinisi lesikhangiso lidinga amaklayenti. Futhi le ncwadi, manje ekushicileleni kwayo kwesithathu, ibonisa ama-ejensi ukuthi angabamba kanjani amaklayenti ngendlela ezuzisa kuzo zombili izinhlangano. Unenkinga yokuthengisa emsebenzini omuhle wokudala? Ukuthola izingcingo ezicasulayo ngo-2 ekuseni? Ukuhlala usebenzelana nezindlela zokuhlela, noma ukuxhumeka komuntu wonke umuntu ovela ku-executive executive kuya ku-CEO? Lena yincwadi oyidingayo.
Indlela Yokubhala Ngcono Kopisha nguSteve Harrison
Uma othile onqobile i-Cannes Lions ngaphezulu kunoma yimuphi omunye umqondisi wokudala emhlabeni ofuna ukukunikeza iseluleko, thatha. Ikhophi enhle, ephoqelela kunzima ukuyenza. Futhi kulezi zinsuku, ezinama-mediums amaningi kangaka ahlukumezekayo, amagama afanele abaluleke kakhulu ekuthatheni ukunakwa kwamakhasimende. USteve Harrison ungumlobi onemakhono, esebenzisa amakhono akhe kukho konke kusuka kwekhophi yebhulogi kuya ekukhangiseni kwendabuko, futhi uyakwenza ngokuthinta. Kungakhathaliseki ukuthi ungumkopishi noma umqondisi wobuciko, iklayenti noma umnikezeli wesevisi, udinga le ncwadi.
One Plus One Elinganayo Three: I-Masterclass in Creative Ukucabanga nguDave Trott
Zimbalwa izinganekwane zokukhangisa ezikhuluma ngokungafani njengoDave Trott. Akalokothi athole ama-punches, ahlinzeke amaqiniso abantu abaningi kulo mkhakha abangakufuni ukuzwa. Kule ncwadi, uphendukela enkambweni yokudala. Ukusebenzisa amahlaya nokuxoxa ngamazwi ukuletha iseluleko esiwusizo ongawasebenzisa ngempela, lena yincwadi elula ukulungele, futhi ingashintsha ngokoqobo indlela odala ngayo imikhankaso yokukhangisa. Yenza ngokwakho umusa. Thenga ikhophi ngokwakho, nakuwo wonke umuntu enkampanini yakho. Kuhle lokho.
I-Art of War ngu-Sun Tzu
Akukho uhlu lokufunda lokukhangisa oluzophela ngaphandle kwalolu hlobo lwezincwadi zesiShayina. Ngokumane nje, ukukhangisa nokukhangisa uhlobo lwempi, futhi isu lidlala indima enkulu kunoma imuphi umkhankaso. Le ncwadi, ebhalwe ngo-514 BC, inikeza uhlobo lwezeluleko eziphelelwe yisikhathi, futhi zisebenza. Ihlukaniswe ngezigaba ezingu-13 ezihlanganisa izinyathelo eziyinhloko ekulwa nempi, ngayinye ingaqondana ngokuqondile nezigaba zomkhankaso wokukhangisa. Ungakuvumeli ukuguga kwakho; amasu avezwe kulawa makhasi asetshenziswe namuhla yizinkampani ze-tech kanye nezinduna zembonini.