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What someone asks for is rarely what they need. These lessons teach doubt as a working method: question the brief, reframe the problem, and treat the obvious first answer as the one to beat.
6 lessons · Paul Lavoie · Chuck Porter · Tim McClure
Paul Lavoie · Article
An introduction to Constructive Doubt — the philosophy Paul Lavoie built TAXI around — and why skepticism, applied correctly, is the foundation of exceptional creative work. We wrote a book on it.
From Constructive Doubt: Paul Lavoie on Critical Thinking in Advertising
Paul Lavoie · Article
Most briefs tell you what the client wants. Paul Lavoie's method teaches you to find what they actually need — and those are almost never the same thing.
From Constructive Doubt: Paul Lavoie on Critical Thinking in Advertising
Paul Lavoie · Article
Paul Lavoie built TAXI on a single mantra: Doubt The Conventional. Create The Exceptional. This lesson explores how doubt — not just observation — is the first act of creativity, and how deliberate attention to the world becomes the raw material for original ideas.
From Constructive Doubt: Paul Lavoie on Critical Thinking in Advertising
Paul Lavoie · Article
Paul Lavoie's philosophy at TAXI was built on a single conviction: doubt convention, create the exceptional. Simplicity isn't a shortcut — it's the hardest thing to achieve, and the most powerful.
From Constructive Doubt: Paul Lavoie on Critical Thinking in Advertising
Chuck Porter · Walkthrough
The Truth anti-tobacco campaign didn't just work — it changed the game. This lesson examines the strategic breakthrough that made it possible and what it teaches about the power of finding the right enemy.
From Is It Interesting? Chuck Porter's Masterclass in Legendary Advertising
Tim McClure · Walkthrough
The most famous anti-litter campaign in history was born two weeks before a pitch deadline, from a mother's voice and a bolt of inspiration. Unpack the creative process behind 'Don't Mess with Texas' and learn the critical difference between a slogan and a battle cry.
From Don't Mess With Ordinary: Tim McClure & the GSD&M School of Creative Courage