What went wrong
- A wish made on impulse, by one person, on behalf of everyone.
- Tools used without filters or controls, because “the mainstream ones” aren’t enough.
- Nobody asks what could happen if the idea works too well.
- Ethics written into every presentation, but “all rhetoric”: winning awards was what mattered.
For readers of the book
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Go deeper
The guides on these topics, open to everyone.
For everyone
Method and imagination: how to solve a problem
First you understand, then you invent. A method for not solving the wrong problem, and a few tricks for thinking outside the box.
For people who run projects
From brief to Statement of Work
Requirements, brief and SoW: who writes them, what they must contain, how to receive them. And when it makes sense to go beyond the brief.
For people who run projects
Risks, plan B and crises
A risk plan that actually helps, what to look for (trivial things too, success too) and how to steer a crisis.
For people who run projects
Creative pitches and presentations
From the team to the insight, from brainstorming to choosing the idea. And how to tell it: structure, slides, voice.
For people who run projects
Creativity, ethics and consequences
How to lead a creative team, who has the final say, and why whoever designs a project answers for what it does in the world.
← Case 03
Case 05 →
Quotations from the novel are translated from the Italian edition. Page numbers refer to the Italian edition.