Who try to make a simple arithmetical operation with the X, C, V and I of the Roman numbers, will perceive the difficulty in getting the solution. Already when formulating this same operation, but with Arabian numbers, everything will be more clearly. To make this possible it was necessary a change that seems simple, but is radical: to include the zero, the nothing, in the formularization of the operation. But what this has to do with the consumer?

We who work in marketing hear and read every day that it is more and more difficult to create or to defend a differential. That we need new solutions. We see that the reality changes, and with it the consumer. We also know that marketing needs tools of reflection capable to contemplate the new phenomena generated by these changes.
However, we continue appealing to the same ideas of years 50, 60 and 70. We speak with insistence in "taking care of the needs of the consumer", "creating an image in mind" and "to communicate the advantages of the product".

The paradox is evident: we want to make the difference, but we resist on thinking and acting on a different way.
Thus, the "new ideas" and "the creative" solutions almost always finish being in the limits of the limits limits of the conventional.
The really different solutions had always started with a different look. It is the formularization of a problem -and not the application of a prescription- what it requires the true creativity. The bricks to construct the difference are the perspective we observe, the way we hear, the concepts with which we think, the questions we make. And not the known truths, true obstacles to make different considerations.

In this book, Georges Chetochine shows daring and shrewdness that had always been his characteristics. Which allow to discover facts that appear daily ahead us - in the display, in the interaction with the store clerk, in the calls to the SAC, etc. - but almost always are unobserved.
And, especially, he shows how these facts are the great chance to construct the difference.
Who makes strategies, marketing or communication knows there it can be the possibility to earn or not the combat.

Good Blues!.

Marcelo Angeletti
Associated director of Chetochine Brazil

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