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about

No. It is a word that every CEO, entrepreneur and creative professional has confronted. It is a word that both novices and seasoned professionals dread. It is a word that can easily seem like death to a dream.

And yet it is also a word that can point in the right direction. It is a word that motivates us to do something differently, try someone else, get better, innovate, keep going. “No” is a word that looms over every business person’s, innovator’s, and artist’s life. And yet the word is universally met with trepidation and fear because the value of being told “No” is so little understood.

In No, No, No, No, No, Yes. Insights From A Creative Journey, award winning creator of visionary ad campaigns (Cannes Lions, Clios); ad exec (the Shalmor Avnon Amichay/Y&R agency); cartoonist (The New Yorker); speaker (TEDx); and teacher (School of Visual Arts) Gideon Amichay demonstrates that “No” is not a barrier to success – it’s a facilitator. “No” is not the end, but rather an essential tool for direction, motivation and innovation.

Based on Amichay’s best-selling book in Israel (published by Gordon Books in 2011) and 2013 TEDx talk of the same name, No, No, No, No, No, Yes takes the reader on an illustrated journey of the author’s own lifetime confrontation, negotiation and relationship with “No”. Walking the reader through critical “No’s” in his own 25 year career – pitching cartoons to the New Yorker, risky ad campaign concepts as head of one of Israel’s biggest ad agencies, impossible outdoor ad installations -- Amichay reveals the wisdom that “No” rarely ends with an exclamation point.

Rather, Amichay demonstrates that “No” usually ends with a comma:

No comma, “we don’t have the time”. No comma, “we don’t have the budget”. No comma, “can we see another option”? By discovering which No comma he was confronting, Amichay shows how “No’s” in fact led him to eventual “Yes’s” -- including the waiting, the rejections, and the revisions – and demonstrates that “No,” forces us to reexamine, to explore, to rethink, to change directions, to get better.

In No, No, No, No, No, Yes Amichay shares the essential revelation that sometimes “No” can be the best answer to get.

Through illuminating anecdotes from his own illustrious career running the gamut between business and the arts, Gideon Amichay demonstrates unequivocally that “No’s,” – whether from colleagues, from clients,  from life, or from within –  have great power, and are simply directions on the map to “Yes.”

Authoritative, funny, whimsical, wise, and pragmatic, No, No, No, No, No, Yes. Insights From A Creative Journey is the essential companion for every executive, innovator and artist to navigate the unavoidable odyssey of “No” in order to find the eventual Yes.

 

 
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About the book

No. It is a word that every CEO, entrepreneur and creative professional has confronted. It is a word that both novices and seasoned professionals dread. It is a word that can easily seem like death to a dream.

And yet it is also a word that can point in the right direction. It is a word that motivates us to do something differently, try someone else, get better, innovate, keep going. “No” is a word that looms over every business person’s, innovator’s, and artist’s life. And yet the word is universally met with trepidation and fear because the value of being told “No” is so little understood.

In No, No, No, No, No, Yes. Insights From A Creative Journey, award winning creator of visionary ad campaigns (Cannes Lions, Clios); ad exec (the Shalmor Avnon Amichay/Y&R agency); cartoonist (The New Yorker); speaker (TEDx); and teacher (School of Visual Arts) Gideon Amichay demonstrates that “No” is not a barrier to success – it’s a facilitator. “No” is not the end, but rather an essential tool for direction, motivation and innovation.

Based on Amichay’s best-selling book in Israel (published by Gordon Books in 2011) and 2013 TEDx talk of the same name, No, No, No, No, No, Yes takes the reader on an illustrated journey of the author’s own lifetime confrontation, negotiation and relationship with “No”. Walking the reader through critical “No’s” in his own 25 year career – pitching cartoons to the New Yorker, risky ad campaign concepts as head of one of Israel’s biggest ad agencies, impossible outdoor ad installations -- Amichay reveals the wisdom that “No” rarely ends with an exclamation point.

Rather, Amichay demonstrates that “No” usually ends with a comma:

No comma, “we don’t have the time”. No comma, “we don’t have the budget”. No comma, “can we see another option”? By discovering which No comma he was confronting, Amichay shows how “No’s” in fact led him to eventual “Yes’s” -- including the waiting, the rejections, and the revisions – and demonstrates that “No,” forces us to reexamine, to explore, to rethink, to change directions, to get better.

In No, No, No, No, No, Yes Amichay shares the essential revelation that sometimes “No” can be the best answer to get.

Through illuminating anecdotes from his own illustrious career running the gamut between business and the arts, Gideon Amichay demonstrates unequivocally that “No’s,” – whether from colleagues, from clients,  from life, or from within –  have great power, and are simply directions on the map to “Yes.”

Authoritative, funny, whimsical, wise, and pragmatic, No, No, No, No, No, Yes. Insights From A Creative Journey is the essential companion for every executive, innovator and artist to navigate the unavoidable odyssey of “No” in order to find the eventual Yes.

 

 
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About Gideon Amichay

Gideon Amichay is an award winning ad man, communication artist, writer and TEDx speaker.

Amichay is known as the person who put Israel on the world advertising map. For 18 years he was a partner at Shalmor Avnon Amichay Y&R. As Chief Creative Officer, Amichay led the agency to become Israel's market leader in creativity and innovation. It was one of the biggest ad agencies in Israel and the most successful Israeli ad agency worldwide. For over 10 years he was also a member of the Worldwide Creative Board of Young & Rubicam. Amichay won hundreds of international awards among them 19 Cannes Lions and 9 Clios for advertising and innovation in communication. He also won a Special Award from the UN.

He started his career as a cartoonist, publishing in the major Israeli newspapers as well as in The New Yorker. His work was displayed in Israel in 2011 at The Holon Design Museum. Amichay is an international lecturer at universities including the School of Visual Arts in New York, the Hebrew University of Jerusalem, Tel Aviv University and others. In 2012 he served as the President of the Direct Jury at the 2012 Cannes Lions Festival.

He graduated from the Bezalel Academy of Arts and Design with honors and earned an MBA from the Berlin School of Creative Leadership. Gideon Amichay lives and works in NYC.

 

 
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Intro / Keith Reinhard

Gideon Amichay defies easy characterization. In appearance he is elegant and soft-spoken. His gentle manner gives no clue to the imagination that rages inside. His mind is a seemingly continuous eruption of original observations and surprising ideas - often brilliant and always provocative.

Though Gideon is a native of Israel now residing in New York, he travels the world, and when asked where he lives, he answers: “I live on Earth.” He is a storyteller, an artist, an entrepreneur and a teacher. But most of all, Gideon Amichay is a keen observer who sees the world differently, then arrives at insightful conclusions for us to consider, or imaginative solutions to vexing problems.

I admire Gideon’s ability with both pencil and camera and his obvious belief that a touch of whimsy not only engages our attention but also helps us understand and remember. And as someone who has spent a lifetime trying to bring creative ideas to life in advertising, I can personally (and painfully!) identify with Gideon’s assertion that the cost of creativity, as he puts it, is that we are never truly satisfied.

I like Gideon Amichay because he always makes me think. Readers of this book will be made to think as well. My suggestion is that the book be kept handy as a touchstone for creative people who need a quick and ready dose of inspiration. Open any page of No, No, No, No, No, Yes! It will open your mind.

Keith Reinhard
Chairman Emeritus
DDB Worldwide

 

 
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Foreword / Richard Wilde

No, No, No, No, No, Yes is an amazing story that chronicles Gideon Amichay’s rise as a force in the rarefied domain of critical thinking.

In the world of visual communications, Gideon is one of the few individuals who has mastered the art of problem solving, an unteachable discipline. His accomplishments have expanded to include author, entrepreneurialist and teacher.

I’ve pondered for some time trying to understand how Gideon was able to achieve such success, and the one possible explanation I’ve come up with to unravel this enigma is a combination of various factors that have resulted in this achievement. By undertaking the seemingly impossible task of creating hundreds and hundreds of conceptual illustrations with the intent of being accepted into, arguably the most difficult venue, The NEW YORKER magazine, fostered the emergence of persistence, perseverance and endurance. These qualities were coupled with an essential inner sense of confidence, which can be traced back to what Gideon refers to as his first creative director, his mother, Rachel.

By focusing on illustration and by developing a voice based on conceptual ingenuity, this unique conceptual ability aided Gideon when he undertook the task of being an art director in the world of advertising. He entered this field without any of the dogma that is inherent in advertising education. This gave him the opportunity to embark on projects in the world of advertising with a new and untainted vision. His innovative ideas were challenged again and again, which met with every conceivable “NO”, which he took as an opportunity, a challenge that enlivened him and gave meaning to his life. He understood that one must embrace the roadblocks, not react to them, and it is at this very place where his genius emerged and flourished

Gideon mastered the art of storytelling, which is the foundation of all successful social media. This has become a tool in his arsenal where today, his concepts are so provocative that the media extends his work tenfold.

Gideon has now undertaken the task of educator at both the undergraduate and graduate levels. The courses that he teaches set the stage for others to enter the world of risk taking, love of process, coupled with a spirit to embrace new challenges.

Gideon Amichay understands the pathway toward creativity where he does not have to knock down walls, which is time consuming and unproductive; he knows the secret of how to simply walk around them.

Teaching the intricacies of his journey to others will be Gideon Amichay’s legacy.

Richard Wilde
Chair of the Advertising Department at School of Visual Arts New York
Chair of the Design Department at School of Visual Arts New York

 

 
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Endorsements

“A touchstone for creative people who need a quick and ready dose of inspiration.”

 

 

“Gideon Amichay understands the pathway toward creativity where he does not have to knock down walls…he knows the secret of how to simply walk around them.”

 

 

“This is a joy in so many ways. The insight is both important and inspiring. The approach is charming and inviting. The illustrations are beautiful and enchanting. The examples are compelling and interesting.”

 

 

“Even though the book targets creatives, as an entrepreneur I could relate a lot to Gideon's journey. Learning to turn No to Yes is part of building every successful business and it requires a certain point of view. In this wonderful book to help you get there. You get to see the world in Gideon's eyes and it is inspiring in every way. From his ad agency stories to his illustrator career, you get the insights on how his persistence and optimism helped him achieved every goal he set to himself. I find myself coming back to the book's message often in my day-to-day business - when hearing No from clients, partners, investors. It's a quick but powerful motivational read!”

 

 

“Gideon's story and teachings are the work of a man who has gained fame in advertising, but his observations, vision and creativity have a bearing on all aspects of how he lives his life. Gideon is a brilliant cartoonist and his simple style and narrative gave me the chance to look at work, emotions, relationships, optimism and determination in a new and profound way. I urge everyone to take grab a copy of this book and keep it close by at all times, He gives new meaning to the word "NO" and the way we should look at it. I am forever grateful to Gideon for publishing this book and sharing his thoughts with the rest of us.”

 

“Every entrepreneur must read this book. I was very impressed by Mr. Amichay and his ability to find an opportunity in every NO versus accepting it as a rejection. As an entrepreneur myself, there are a lot of things that I can relate to in this book. We should all be able to take every NO and analyze the way Mr. Amichay can, and use it as a stepping stone to the next level in our journey.”

 

 

“Amichay’s tale and philosophy [are] an inspiration to creatives in all businesses and industries.”

“… Like Amichay’s advertising, the book is set up in an unconventional way that ends up emphasizing the message better than the standard format would have.”

 

 

“This beautifully produced volume… tells us how to embrace the rejections creatives are bound to encounter in their lives.”

 

 

“...I am grateful I bought the book. "No, No, No, No, No, Yes" is a profound book, one that anyone engaged in a creative endeavor will thoroughly cherish. I will be buying many copies to gave as gifts for the creative entrepreneurs I mentor and know. "No, No, No, No, No, Yes" is book about perseverance and success....This is a gem of book for all creatives and for all entrepreneurs. Amichay's experience and solution will resonate deeply.”

  • Thomas M. Loarie //
  • Chairman & CE /
  • Bringing Entrepreneurs & Technology to Life
 

 

“This delightful book was in Ink Spill’s mailbox this weekend: Gideon Amichay’s No, No, No, No, No, Yes — his story of breaking into The New Yorker, and beyond. Most anyone who’s had the dream of contributing art to the magazine will relate to Mr. Amichay’s story. The evolution of his New Yorker rejections is well chronicled and novel.”

 
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Consultancy

No, No, No, No, No, Yes is a creative boutique focused on innovative advertising and marketing solutions based in New York. The boutique offers innovative breakthrough solutions for its clients across the US and in Israel. The agency is built to provide a full range of services for its clients in both countries and has a team both in NYC and Tel Aviv.

Current clients & projects:

DOGTV USA, PANGO USA, 9/11 Memorial Museum New York, TIPA, AUDI - VW - SEAT - SKODA (Israel), Dream Pretzel - PRESSELS, Habaitta.com (Isreal), Wikipedia (Israel), Channel 2 NEWS (Israel),

Gideon Amichay's experience with International brands:

American Express, Heinz, Frito Lay, Danone, Actimel, Strauss, Nestea, Stella Artois, Mercedes Benz, Smart, Hyundai, Colgate, Orange, Toshiba, Teva, Yellow Pages, Getty Images, Aids Task Force, Atzum Task Force on Human Trafficking and more.

Our latest projects:

Wikipedia: “Create an Article” Project
http://www.youtube.com/watch?v=5qHJz3g1Daw
DOGTV: “CROWDOG SOURCING” Project
http://www.youtube.com/watch?v=zolMcswgfiM
Pango: “Smart Parking”
http://www.youtube.com/watch?v=j3pg7ukezZ4

 

 

 
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Public Speaking

Gideon Amichay is an international lecturer at universities including the School of Visual Arts in New York, the Hebrew University of Jerusalem, Tel Aviv University and other. Amichay lectures and gives workshops about innovation, creativity and advertising in conferences, conventions and companies around the world.

Few of his recent talks: TED talk at TEDx Jerusalem // A keynote at Cannes Festival Creative Leadership Program // New York Festivals // European Lotteries Congress (2013) // “Think Consumers” with Google (Israel 2013) // CREATIVE SANDOX by Google (Israel 2013) // Evergreen Annual Board Meeting // Israel Bonds Annual staff conference 2013 // IceeFest (Bucharest 2013) // Art Directors Club Riga // DLD Tel Aviv // MFA-SVA School of Visual Arts NYC // SVA School of Visual Arts NYC // Pratt Institute NYC // PIAF Prague // IDC TED Inspired Innovation Forum IDC Herzliya // Tel Aviv MBA Business School // Jerusalem Hebrew University MBA Business School // Bezalel Art & Design Academy // AJC Access 20/20 Washington D.C. // The annual conference of the Israel Management Center (IMC) // CCA Vienna, Austria (Art Director Club Austria) // ReklamFeszt 2012, The Hungarian Advertising Association Annual Event //and many others.

For more details and for scheduling a talk:
Tamar Heilweil
tamar@nononononoyes.com
347-567-2030

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contact

Media Inquires:

Christopher Nutter

Nutter Media

Phone: 917.770.0350

eMail: Christopher@NutterMedia.com

Gideon Amichay:

Phone: 917.200.8477

eMail: Gideon.amichay@gmail.com

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Archive /Interview

01/2011

 

Innovation is the key. | Read full article

 

 

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Design Observer /An excerpt from the book

01/10/2014

 

No, No, No, No, No, Yes by Gideon Amichay | Read full article

 

 

 

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Agency Spy /Book review

12/03/2013

 

Gideon Amichay has a new book based on his TEDx talk | Read full article

 

 

 

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Daviv Airey /Blog

01/06/2014

 

No, No, No, No, No, Yes. | Read full article

 

 

 

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Under Consideration /N.71

12/2013

 

An encouraging read | Read full article

 

 

 

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Business Book /Haiku

01/27/2014-
02/02/2014.

 

Yes Men

 

 

 

 

 

 

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GD USA Magazine /Newsletter

01/2014

 

Don’t take NO for an answer | Read full article

 

 

 

 

 

 

 

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Thomas Manss & Company /Updates

01/18/2014

 

This book will make you think

 

 

 

 

 

 

 

 

 

 

 

 
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Weekend Heller: No to Yes, Yes to Grimwood

03/14/2014

 

Taking No for an Answer | Read full article

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
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New Yorker Cartoonist News and Events

02/23/2014

 

No, No, No, No, No, Yes: New Yorker artist Gideon Amichay’s New Book | Read full article

 

 

 

 

 

 

 

 

 

 

 

 
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New Books

March 2014

 

No, No, No, No, No, Yes. Insights From a Creative Journey

 

 

Archive /Interview

01/2011

 

Innovation is the key. | Read full article

 
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The Boston Globe / Opinion

03/27/2014

 

Are millennials hearing ‘no’ enough? | Read full article

 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Designboom / design / interview

03/26/2014

 

Interview with gideon amichay of no, no, no, no, no, yes | Read full article

 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Communication Arts / Book Reviews

May/June 2014

 

"Gideon Amichay’s amusing, poignant and refreshingly relatable tales challenge our relationship with the loaded word. One of the best kick-in-the-butt pep talks ever...The new book NO, NO, NO, NO, NO YES is an inspiring must read for every creative."

 

 

 

 

 

 

 

 


Available at the MoMA store - Museum of Modern Art, NYC

 

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