menu

How Creatives Should View ‘No’ As The First Step To Getting A ‘Yes’

How Creatives Should View ‘No’ As The First Step To Getting A ‘Yes’
Advertising

Former advertising partner Gideon Amichay discusses how the word "no" is in fact the key to greater success down the road.

Sara Roncero-Menendez
  • 17 march 2014

No matter what field you work in, ideas are often met with a barrage of “no”s from those in position of power. For creatives, this experience can occur daily, with doors metaphorically slamming in their faces. This is a fact that Gideon Amichay knows well, both in his career in advertising and his passion for cartooning. In his new book No, No, No, No, No, Yes: Insights from a Creative Journeyhe discusses how each rejection he receive throughout his career meant a yes was not far behind.

NNNNNYYellow Pages Magnets

Amichay began his creative journey in New York, at the School of Visual Arts, where he began submitting cartoons to The New Yorker for weeks on end with only rejections until an editor wrote “sorry” on the notice. It was then he understood that no came with a comma, and that the secret to receiving a yes was understanding what came after that comma, whether it was just bad timing or a need to improve the product. This was the attitude he took with him back to his homeland of Israel, where he worked to create ads for a firm. There, he pushed his team to create ads they thought would never be made, not to work outside the box to work outside of their preconceived ideas of what would get approval. The results were innovative billboards for Yellow Pages (above) and Safer Driving in Israel (below).

No-Yes-Amichay-Drunk-Driving

The design of the book is also unique in its approach. While the physical book looks sizable, there is in fact little text within, focusing more heavily on the images to present an argument rather than text. As the reader moves from page to page, there’s a sense of the passage of time as Amichay’s narrative unfolds, whether it’s waiting for a positive response or feeling the long struggle of dealing with no’s over and over again. 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.

Amichay’s tale and philosophy is an inspiration to creatives in all businesses and industries. Often times, “no” does not mean a complete shutdown, but rather a need to for an idea to go back to the drawing board, to retool and reimagine concepts, pitches, designs to best fit the project, publication, or platform. Understanding that a yes is on the horizon encourages people to work harder, better, and in new ways, leading to the success that “no” seemed to obscure.

You can purchase the book here.

Gideon Amichay

Images:  Shalmor Avnon Amichay Y&R.

Advertising
Trending

Volvo's Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

Automotive
Automotive Yesterday

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Yesterday

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances

Trending

Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Yesterday

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

Greg Hong

Mobile Payments

Design Yesterday

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Yesterday

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Yesterday

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Yesterday

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Yesterday

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

Fashion Yesterday

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Yesterday

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Europe Yesterday

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

Children Yesterday

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Yesterday

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

No search results found.