Ernie Schenck: Highly Effective Lube for Temporarily Frozen Minds.

NOTES FROM HOME: A BOOK REPORT

THE HOUDINI SOLUTION by Ernie Schenck

Dunno why, but I've never been a fan of magic, sci-fi or reptile husbandry for that matter. But I've long been a fan of Ernie Schenck's, which was reason enough to dive into The Houdini Solution, Ernie's book on thinking inside-the-box.

Presto. It singlepagedly* changed my mind about magic, at least Ernie's brand of it.

Not unlike the man himself, this book is filled with ninja mind tricks that have nothing to do with dangling upside-down, breath held, in a tank of water as the world watches you run out of oxygen, and everything to do with bailing your sorry ass out of a conceptual jam.

"Houdini" will help you think laterally, literally, abstractly, intuitively, and counterintuitive and in more ways than you've approached problem-solving before. Ernie cites research studies and references methods used by some of the finest think tanks in the world and leans into a few fellow advertsing badasses along the way.

Pick a page, any page, and memorize it. Don't show it to anyone. Now put the book back on your shelf. Next time your hopelessly stuck, put it to work.

I know I will. Highly recommended reading for advertising shut-ins and Zoom-meeting Zombies.

NEXT BOOK REPORT: Junior, by Thomas Kemeny

#amustread #adbook #greatreads #mentorshipworks

*Yeah, I made up a new word. Deal with it.