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.

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology Yesterday

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Yesterday

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Cory Ondrejka

Engineering, Digital Products, Software

Food Yesterday

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Yesterday

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport Yesterday

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated Yesterday

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Fashion Yesterday

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Yesterday

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing Yesterday

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Automotive Yesterday

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

Gaming & Play Yesterday

This Game Lets You Be A Pilot In The Drone Racing League

DRL Racing Simulator recreates actual courses in a virtual environment

Travel december 1, 2016

Hotel Chain Is Giving Away Its Not-So-Super Hotel Art At Art Basel

A lesson in how to advertise a kitschy-to-cool redesign in the middle of Miami Art Week

No search results found.