“Less important points don’t add to the communication. They detract from the most important point. That’s what the single-minded proposition is all about.” - Dave Trott
Normally I turn away from the aggressive business books that suggest that business is like war. Even if it was (which it isn't) we wouldn't want it to be. But, this book's title hides some very sensible and pragmatic advice. Trott is an icon of some of the golden years of advertising (which might be a red flag) but what he really advocates in this book is thinking outside the myths and veneer that many people accept as answers. Trott is very good at understanding people and his blunt delivery shows how clearly a case can be made if we aren't afraid to speak our truth.
Synopsis
Predatory Thinking by Dave Trott isn’t about being literally predatory in a cutthroat way, but rather about adopting a mindset that allows you to outmanoeuvre challenges and competitors by thinking differently.
Trott, with his background as a highly successful advertising creative, draws on a wealth of anecdotes and real-life examples from various fields from philosophy and military strategy to art and, of course, advertising to illustrate his points.
He emphasises that often, the key to solving a problem isn’t to attack it head-on, but to change the context or reframe it into a problem you can solve.
One of the core ideas is about getting “upstream” of the problem. Instead of being stuck trying to fix a symptom, he urges you to find the root cause or the leverage point that, if changed, will cascade and resolve many other issues.
He also highlights the importance of understanding context how our perception of a situation can dramatically shift depending on how we view it.
Trott’s writing style is very direct, often using short, impactful stories to convey profound insights, much like Aesop’s Fables for the modern business world.
Ultimately, “Predatory Thinking” encourages a highly creative and opportunistic approach to problem-solving. It’s about being resourceful, challenging conventional wisdom, and recognising that sometimes, the most effective solution comes from an unexpected place or by simply changing the rules of the game.
It’s a stimulating read that will definitely get you thinking outside the box, no matter what field you’re in
Key Points
- Differentiate through simplicity.
- Creativity solves problems.
- Strategy beats force.
- Lateral thinking works.
- Focus on outcomes.
- Get ‘Upstream’ of a problem