Chidziwitso Chimayembekezera M'kati mwa Opha Akufa 7
Pali njira zambiri zabwino zotsatsa malonda kunja kwa munthu mmodzi kuti aziwerenga nthawi zonse. Koma ena ndi abwino kwambiri kuphonya. 10 Mndandanda wowerengera wowerengedwa uli pano, ndipo amafunikanso kuwerengera wina aliyense, mu mbali iliyonse ya malonda, malonda kapena kapangidwe.
Komabe, izo ziri chabe nsonga za madzi oundana. Pano pali malonda 7, malonda ndi zojambula zomwe muyenera kuzilemba pa mndandanda wanu wowerengera. Iwo ndi mphatso zabwino kwa anthu olenga mu moyo wanu.
01 Mmene Mungapangire Bwino Ntchito Yopangidwe ndi Steve Harrison
Ndimakonda kwambiri buku lino chifukwa ndinali ndi mwayi wogwira ntchito pansi pa Steve Harrison ku London. Mpaka lero, patatha zaka 10, ndikudzimva ndikutsutsana ndi Steve mawu ena, ndikukonzekera maulendowa mobwerezabwereza. Nthaŵi yomwe ndimakhala ndi Steve, mmodzi mwa otsogolera opanga bwino mu bizinesi, anali wamtengo wapatali. Chifukwa chake chiri chophweka; Steve akudula kupyolera mu ng'ombe ndipo akupatsani izo molunjika. Komanso, samangolongosola mavutowo, koma amapereka njira zothetsera mavuto. Mu bukhuli, mudzaphunzira zomwe zimatengera kuti zitheke kulenga, zomwe zikutanthauza kuti mukubwera ndi malingaliro abwino omwe amagulitsa. Amalongosolanso mfundo za malingaliro, zowonetsera, momwe angakhalire wotsogolera kulenga komanso momwe angagwiritsire ntchito bizinesi yabwino. Zonse zachitika mwanjira yosavuta kuwerenga, ndipo sitingathe kuiwala. Zodzazidwa ndi zitsanzo za malonda abwino kwambiri ndi malonda owonetsera (omwe nthawi zambiri amanyalanyazidwa ndi zovuta za malonda), izi ndizofunikira kuwerenga. Izi tsopano zikupezeka kuti ndilo buku lopambana kwambiri potsatsa malonda omwe agulitsidwa, ndi mitengo yomwe ikugunda pa £ 3,400. Ziripitirira madola 4,000 pa mlingo wamasinthidwe wamakono. Kuchokera nthawi imeneyo, zinthu zasintha, koma zidakalipobe kuchokera kwa ogulitsa ogulitsa pafupi $ 100. Ndipo ndizofunika peresenti iliyonse yofiira.
(Mwa njira, ngati mwamuwerengera Steve, ndikuyamikira chifukwa cha maphunziro abwino omwe ndakhala nawo kale. Ndidzachitanso kachiwiri ndi mtima.)
Kusokoneza Ubongo ndi Dave Trott
Trott ndi nthano yamoyo mu bizinesi ya malonda, ndi malingaliro apamwamba komanso lirime lakuthwa. Iye saopa kunena izi monga momwe zilili, ndipo nthawi zina mawu ake amamveka ngati kumenyana ndi khutu. Koma woyenera kwambiri. Anatsegula imodzi mwa mabungwe omwe amatsutsa kwambiri magulu a ma 1980 ndi GGT. Ntchito yake inali yopambana kwambiri ndipo sichitha kuchitidwa, ngakhale kuopsezedwa ndi imfa kuchokera ku Ayatollah Khomeini ndi zina zosafunika kuzidziwika kuchokera kwa mapasa a Kray. Tsopano, mu Creative Mischief, mbuye wa mayhem akukuuzani momwe mungachitire malonda njira yoyenera ndikuyendetsa bungwe la malonda. Mudzaphunzira za kufunikira koonetsetsa kuti malonda anu akuwonekera (zomwe zikuwoneka zosamveka kunena, koma zochepa zokopa zimayendetsa bwino). Mudzapeza momwe mungapangire malonda osakumbukika. Ndipo mudzakhala ndi kuseka. Buku lalikulu, lovomerezeka kwambiri.
Chikumbutso pa Kutsatsa kwa John Hegarty
Wothandizana naye wa Bartle Bogle Hegarty, mmodzi wa mabungwe amalonda otchuka kwambiri padziko lonse, John Hegarty ndi chithunzi. Tsopano, akugawana zomwe adaziphunzira potsatsa, kupanga, London ndi zonse zili pakati. Monga Wachigwirizano sali woyipitsa (amadziwika kuti "mawu ndizolepheretsa kuyankhulana") ziyenera kuti zinali zovuta kwa iye kudzaza bukhu lodzaza. Koma amachita zimenezi ndi kalembedwe, zosangalatsa komanso zosayenera. Ndipo ngati muli mu bizinesi iliyonse yomwe ikuphatikizapo malonda, mungaipeze buku limene mumakhala lovuta kuziyika. Makamaka, mutu wa momwe mungakhalire wotsogolera kulenga ndi golidi. Ndizofupikitsa, mpaka pamapeto ndikumawerenga mawerengedwe ambiri. Pezani bukhu ili. Gulani makope a anzanu.
04 Pepani Kwa The Lobsters ndi Neil French
Mmodzi mwa anthu olemba mabukuwa, Neil French adalengeza njira yowakale; ndiko, iye anangogwera mu iyo pamene palibe ntchito zina zomwe zimamuyenerera iye. Lucky kwa ife iye anali wolemba wokondweretsa yemwe angapotozeko kukopera ndi kusinthira monga wochitira masewero olimbitsa Olimpiki. Bukuli likutchula moyo wa Neil ndi mitu yake, ndi mitu yomwe imagwiritsidwa ntchito pazomwe amagwiritsa ntchito popanga ndondomeko yake, nthawi yomwe amagwiritsidwa ntchito poyang'anira nkhani, kupanga mapulogalamu ake oyambirira, ndi makangano omwe adayandikirapo. Zambiri za mbiriyi monga buku la malonda, ndizoseketsa komanso kudula mofanana. Pa $ 50 sizotsika mtengo, koma nzeru imapereka, ndi kuba.
D & AD: The Copy Book
Buku lokonzekera ndi lokonzanso loyambirira la D & AD Copy Book, lomwe silinasindikidwe kale, buku latsopanoli tsopano likuphatikizapo ntchito yomwe yapangidwa m'zaka 15 zapitazo. Monga momwe zinakhazikitsidwira kale, bukulo liri ndi zolemba za ena mwa olemba mabuku abwino kwambiri pa malonda. Amaphatikizapo David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French , Mike Lescarbeau, Adrian Holmes, ndi Barbara Nokes. Nyenyezi yamatsenga iliyonse imasonyeza momwe amagwirira ntchito, chifukwa chake amachita zomwe amachita, ndi momwe mungakhalire wolemba bwino kapena kulenga. Idzakhalanso ndi zitsanzo zambiri za ntchito yawo. Gulani izi, tumizani nthawi zambiri, mukhale owuziridwa, ndipo mwinamwake tsiku lina mutsegula masamba a kope lotsatira.
Mmodzi Mmodzi Wina Wofanana ndi atatu ndi Dave Trott
Buku lina la Dave Trott? Inde. Ndipotu, buku lililonse lolembedwa ndi a Mr. Trott ndiloyenera kuwerenga, ndipo izi ndi zosiyana. Dave akhoza kumasulira nkhani ndi kuseka kwake ndi kuzindikira, ndipo zimapangitsa kuŵerenga mabuku ake mphepo yamtheradi. Ndipotu, ngati muli ndi sabata lapadera, mutsirizitsa izi, ndipo mubwerere ndikuziwerenganso. Wodzazidwa ndi nkhani zozizwitsa kuchokera kuntchito yake, kuphatikizapo zitsanzo zoyambirira kuchokera ku mbiri yakale, iyi ndi luso la kulingalira, komanso kuthetsa vutoli. Ndipo aliyense amene amawerenga bukuli mwadzidzidzi amadziwombera kuchita ntchito yabwino, ndi kuchita zambiri. Sikuti ndikungoyamba moto, ndi chothandizira cha nyukiliya. Ikani izi pangozi yanu.
Kusintha Dziko Ndilo Chokha Chokha Chogwira Ntchito kwa Munthu Wamkulu Ndi Steve Harrison
Mwayi wake, simungamve zambiri, ngati zilizonse, za Howard Gossage. Kunena kuti anali ndi mphamvu yaikulu pamalonda zamakono zikanakhala zofanana ndi kunena kuti Beatles zinali zolimbikitsa kwambiri kwa mbadwo. Gossage sanali munthu wodzitamanda mwambo wachikhalidwe. Sindinali munthu wina yemwe anali osavuta kugwedeza monga Bill Bernbach kapena Leo Burnett, omwe anali oyang'anira ntchito yawo, koma akuyang'ana pa mtundu wina wa kuyankhulana. Gossage anali wolemba, woganiza, katswiri wafilosofi, ndipo anali zaka makumi angapo zisanafike nthawi yake. Ndipotu, njira zambiri zomwe timagwiritsira ntchito masiku ano mu zigawenga, zamasewera, ndi malonda othandizira angatengere njira zake. Iye anali munthu wanzeru. Ndipo kulemba za iye, mwamuna wina wanzeru - Steve Harrison. Popeza wapambana Cannes Direct Lions kuposa wina aliyense padziko lino lapansi, amadziwa zinthu zake. Pezani bukhu ili.