Well, nothing actually.
The provocative title is there to grab attention and get people reading and debating.In fact, I think about the whole book as A Provocation.
The 'Ideas' referred to are very specific ones, the so-called 'Big Ideas' that have been regarded as the essence of effective advertising and advertisements for several decades. The thrust of this book is the argument that 'Big Ideas' simply cannot cope with the complexity and interconnectedness of communications which are becoming both increasingly digital - and digitised.
I argue in the book that the 'Big Idea' needs to be superceded by a new way of thinking, a new conceptual model that will form the foundation of a new generation of advertising solutions. These are already starting to emerge, from all corners of the advertising, media and communications landscape. But there is no systematic body of thinking about how you create, plan and execute these new solutions. I want to kick-start the process of developing that new way of thinking.
This book, perhaps surprisingly, was written entirely on the No.68 London bus, over a six-month period commuting to and from my home in Tulse Hill, South London and the office where I work most days in Covent Garden. What's more, it was written entirely on a BlackBerry, which I regard as a neat little writing tool. You can fact-check as you go using the web browser and email your work to yourself as back-up just before the end of each journey.
The only downside is that I now have thumbs that are as mobile as those of a teenage gamer; slightly odd in a man in his late fifties!
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