Fernando RibeiroExtraordinary Vocabulary, Word #9: ReductionismThis is an argument to take the process of simplifying a briefing to extremes. Be savagely selective and you’ll get to braver thinking.Apr 17Apr 17
Fernando RibeiroExtraordinary Vocabulary, Word #7: GibberishCreativity doesn’t always need to make sense. But in marketing, there’s very little praise for the nonsensical these days.Mar 13Mar 13
Fernando RibeiroExtraordinary Vocabulary, Word #6: Archery“[A great brief is] an arrow that points to an area where great ideas might happen”. How a Gerry Graf quote became one of my mantras.Oct 16, 2023Oct 16, 2023
Fernando RibeiroExtraordinary Vocabulary, Word #5: Loyalty“Brand X is out of Agency Y.” ― AdSomethingMay 19, 2023May 19, 2023
Fernando RibeiroExtraordinary Vocabulary, Word #4: Pancake“‘Panqueque’ is someone who changes their mind with ease. The definition alludes to the preparation of a typical Argentinian pancake…Oct 24, 2022Oct 24, 2022
Fernando RibeiroExtraordinary Vocabulary, Word #3: Intuition“The emotional tail wags the rational dog.” ― Jonathan Haidt, American PsychologistAug 24, 2022Aug 24, 2022
Fernando RibeiroExtraordinary Vocabulary, Word #1: ModestyHere’s a value that is largely overlooked in the workspace, but one that sits at the top of the most powerful and relatable.Aug 8, 2022Aug 8, 2022
Fernando RibeiroExtraordinary Vocabulary, Word #2: LaughterAfter writing about the low use of the word Modesty in the workplace, I realized this could become a series of articles. There’s an…Aug 8, 2022Aug 8, 2022