An idea that falls flat

How to walk the ideas that work? What differentiates a good idea of ​​the idea that kills? This book sheds light on the conditions of the ideas of success (time, formulation, launching tools'). For this, Nicolas Bordas proposes to fight against prejudices (42), control the context of the idea (30) to 'change the perception of the environment' (44) heir approaches JF Variot (never city) and destroy competing ideas (46), while putting everyone in a position of co-producer of the idea (50) to adhere the target (52), the final stage of turning ideas into memes ( yes, there it must know what it is! In the same genre, and not stumble on rehearsals, master the noosphere term!).
Now that's an idea (advertising)

But the title is inductive. The subtitle, too.

Because the idea that kills! of Nicolas Bordas focuses on the advertising idea, the idea of ​​communication (even let petty, see 39, 43, 48, 55, 72, 83, 91sq, 104, 110 ') and is logically based on dissonance cognitive (25, 46). In this context, "how St. Paul he marketé 'Christianity?' highlighted in der Uncover drowned under tons of examples of brands, advertising process (the 'what if' Frenchified, 42, and especially the disruption) to 'mark person' séguéliens of concepts (cf stars, 61) and enamelled Philippe Michel quotes.

It is not unpleasant, but these references are struggling to create a personal posture that often seems exaggerate and fish with a long history of development of inter-personal communication (7-17) and over-capacity to disseminate ideas but also many repetitions: 'excess calls its opposite', 'an idea replaces another' (45/53), off-topic developments on the insight (103) and the media (121 sq. ) once we realized that media are a 'launching pad' ideas (and since this has been said again and again ').

We also noted astonishing assimilation between idea and thinking (22), between concept and design (23) in between and source effect (24) between idea itself and its impact (73) and a pipe proven watching the road ideas in the rearview mirror. However, a prospective on the ideas of the future would have been attractive, especially after a President would not it be better embodied that Europe unknown and unpopular commission? ' (65).

The idea that kills! lack of 'boosters' (nod to the metaphor, 81) and perhaps a real plan but will retain operational ideas '10 commandments' (148 sq.), and we appreciate the bibliography, double index and catchy titles easy to read (a book made for a zapping in transport).

Serge-Henri Saint-Michel