• How does a good idea work?
  • What's the difference between a good idea, and an idea "that kills"?
  • Why do some great ideas fall out of use?
  • How can you guarantee that your idea has every chance to succeed?
  • Why are some Facebook groups larger in population than the country of Finland?
  • Why do we type on inferior keyboards?
  • What did Saint Paul do to "market" Christianity?

Nicolas Bordas, CEO of TBWA\FRANCE, has for years studied the way ideas work: how to best promote them and ensure their survival. In this book, he examines ideas both little and big while pointing out the keys to their success or their failure.

Understanding how ideas are born, live and die is essential for those who wish to spread their own. In today's world where communication is constant, a successful idea can radically change our political, economical and cultural future.


  • Part One - The Communicative Society and New Ways to Create Ideas
    • From Communicating in Society to the
    • Communicative Society
    • Living Ideas
  • Part Two - Context, Spokespeople, and Subversion:
    • The Emergence of an Idea
    • Context Forever
    • Subvert and Destroy
    • The Power of the Spokesman
    • Launching an Idea
  • Part Three - Communicating an Idea:
    • Slogans, Symbols, Reasons to Believe, and the Media
    • From "What if?" to a Knockout Slogan
    • The Power of Symbols
    • Ideas are Nothing Without History
    • Reasons to Believe
    • An Idea-Spreading Machine
  • Part Four - How Ideas Become Ideologies
    • From Idea to Ideology
  • Conclusion. Some Ideas for Your Ideas
  • Bibliography
  • Index of terms
  • Index of proper names
  • Table of contents


Editeur : Eyrolles

Auteur(s) : Nicolas Bordas

Publication : 4 octobre 2011

Edition : 1ère édition

Intérieur : Noir & blanc

Support(s) : Text (eye-readable) [ePub + PDF + Mobi/Kindle]

Contenu(s) : ePub, PDF, Mobi/Kindle

Protection(s) : Marquage social (ePub), Marquage social (PDF), Marquage social (Mobi/Kindle)

Taille(s) : 180 ko (ePub), 2 Mo (PDF), 420 ko (Mobi/Kindle)

Langue(s) : Anglais

Code(s) CLIL : 3822

EAN13 Text (eye-readable) [ePub + PDF + Mobi/Kindle] : 9782212008975

EAN13 (papier) : 9782212868562

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