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

PSFK's Workplace Vision: Leave The Busywork To The Bots

Ai
Syndicated Today

In Popular Games, The Recurring Theme Is Exploration

The much-hyped sci-fi sandbox game proved to be as massive as expected, while Pokémon Go continued to prove inescapable

Design Today

The Best In Wearable Tech From The Rio Olympics

PSFK rounds out the Rio Games with our picks for the best gadgets and devices used to track performance

Trending

Get PSFK's Latest Report: Future of Work

See All
Advertising Today

This Cookbook Is Inspired By Brad Pitt’s On-Screen Eating Habits

Learn how to whip up meals and snacks pulled straight from the actor's fictional universe

USA Today

Tour The US National Parks From The Comfort Of Your Home

Google's new 360-degree video feature lets people take a trip to Alaska, Utah or Hawaii and see these marvels of nature up close

Augmented & Virtual Reality Today

VR Training For Active Shooter Preparedness

SurviVR is an immersive environment to teach civilians how to protect themselves in dangerous situations

Cities Today

Redesigned London Tube Map Aims To Get People Walking

The updated display illustrates approximately how many steps it takes to walk between stations for a healthier commute

Experiential Marketing Today

Nike Creates An Immersive Pop-Up Fitness Experience In London

The Unlimited You space gave athletes a chance to push their limits farther than ever before

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Today

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

Automotive Today

Uber Now Lets Commuters Pay With Pretax Dollars

The prepaid cards are a partnership with WageWorks, letting uberPool users save up to 40% on their trip

Home Today

Philips Hue Adds Motion Sensor To Control Lights Automatically

The wireless device lets users interact with their environment without needing to press a switch

Home Today

Beacon Device Takes The Pain Out Of Navigating A New Airbnb

Ping provides new guests with a guided tour of the house or apartment through a simple tap of their phone

Arts & Culture Today

Shelf Makes Its Contents Appear To Hover In Midair

The design uses metal tubes to create an optical illusion when viewed from the front

Arts & Culture Today

Interactive Ceiling Responds To People Walking Underneath

The installation features built-in sensors that cause the undulating surface to morph and react to passersby

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Fashion Today

Declutter And Recycle All Of Your Unwanted Stuff

A new app will help catalogue your possessions and give them away as donations when you no longer want them

Advertising Today

Tokyo Concept Store Disguised As A Parking Garage

The retail and cafe project is designed as a hidden treasure for urban explorers

No search results found.