MANILA, PHILIPPINES — Sturgeon’s Law is a famous adage that says “90% of everything is crap.” In a world where unique and bright ideas are key to success, then how do we filter the ideas that stand out among the rest? BBDO Guerrero Creative Chairman David Guerrero launched his book entitled The Crap Ideas Book at the Manila International Book Fair last September 17.
Inspired by Toni Morrison’s advice, “If there’s a book that you want to read, but it hasn’t been written yet, then you must write it,” David Guerrero’s book offers examples of good and bad work from the point of view of a creative advertising expert.
“The optimistic corollary of Sturgeon’s Law is that 10% of everything is not crap. So instead of worrying about the nine of out ten things you can’t use, be encouraged by the one you can,” said David in an excerpt from his book.
Joji Jacob, Creative/Co-founder of BLK J Havas, described the book as “unputdownable” while BBDO Worldwide’s CEO, Andrew Robertson described the book as a “good and valuable read.”
Peter Souter, the Chairman of TBWA London said, “Clean, clever, beautifully illustrated and endlessly useful. It’s going straight into the hands of my middle son who is busy trying to break into the industry.”
Other worldwide leaders from the industry also received a pre-release copy of the book and praised the material. Uma Rudd Chika of KVUR Singapore said, “Didn’t want to stop and miss out on the next chapter” and Algry Sharman of Joint London described the book as “very insightful and nicely written.”
The Crap Ideas Book is 77 pages long with creative illustrations on the left page. Dave Trott, another author in the creative industry commented “I love the art direction, really excellent” with regards to the illustration.
The book made its official launch the SMX Convention Center with a live Q&A and book signing made possible by the book’s official publisher Milfores Publishing.
The Manila International Book Fair ran from September 16 to 18. This will be the first time that the convention will be live since the onset of the Covid-19 pandemic. Milflores Publishing is selling hardcopies via its website.
