Table of Contents

THE BLANK PAGE xiii

ACKNOWLEDGMENTS xv

PREFACE xix

INTRODUCTION xxiii

1 About the Title 1

Case History: Total Cereal 7

2 The Power of an Idea 9

Case History: Sharp Watches 17

3 Who Do You Think You Are, Anyway? 21

Case History: Porte Advertising 24

4 Where Are You Going? 29

Case History: Ralston Purina’s 38

Hero Dog Food

5 Work Very Hard. Once. 43

Case History: Oxydol Detergent 46

6 Where Do You Find A Good Idea? 51

Case History: Prevent Blindness NY 59

Case History: Kangol Caps 61

7 Being Clear Is a Good Idea 63

Case History: Dallas BBQ 69

8 Taking an Idea from Nice to Good 75

Case History: Legion Paper 80

9 Don’t Talk So Much 83

Case History: Paradigm Vision 90

Video Conferencing

10 Relevant Shock 95

Case History: Frigidaire Washing Machines 100

Case History: The American Arbitration 102

Association

11 Lost Your Voice? 105

Case History: The Stage Deli 108

12 Use the Whole Carcass 115

Case History: ClearVision Optical 123

13 Trust Your Tummy—But Don’t Fall in Love 127

Case History: Vaseline Petroleum Jelly 130

Case History: Anacin 134

14 What’s in a Name? 139

Case History: Rapid Park Garages 146

15 Pecked to Death by Ducks 151

Case History: Drambuie Liqueur 154

16 Little Things Can Mean a Lot 161

A (Little) Case History: Host Apparel 172

17 When Is a Good Idea Not a Good Idea? 175

Case History: Your Phufkel 181

18 Don’t Be Shy 187

19 Four Words That Will Guarantee Your

Financial Success 197

20 How Did You Do? 207

21 How Did I Do? 219

INDEX 227

About the Author

Jay H. Heyman is cofounder, President, and Creative Director of Porte Advertising, an advertising agency in New York City. He is a past recipient of Clio and ANDY Awards, and his commercials are in The Paley Center for Media (formerly the Museum of Television and Radio) in New York. For more information, please visit www.allyouneedisagoodidea.typepad.com.