Sometimes, the toughest part of being a student is learning from an expert.
Experts are often polluted by their own expertise, and have a difficult time seeing through the eyes of someone just starting out in the field.
"Nets, Locks and Erasers: the only three things people ever really buy" begins to solve that problem for advertising and marketing students; and, for all who are new to the field.
This short book quickly gives the novice an understanding and appreciation for the role of strategy in the creative process. In about 15 minutes, the reader will understand what the marketing cliche, "People don't buy drill bits, they buy a hole in the wall" really means.
So far, the biggest fans of the book have been students. It's not a book for pundits or Ph.D.'s. It's not an exhaustive, scholarly document. It's simply a "start here" guide for anyone taking their first steps on learning or practicing advertising.
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