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BOOK
NO, NO, NO, NO, NO, YES. INSIGHTS FROM A CREATIVE JOURNEY
In the book ‘No, No, No, No, No, Yes. Insights from a creative journey', Gideon Amichay demonstrates that No is not a barrier to success it is 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 his 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.
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