Joe Burn has done a LOT of award-winning strategy work, including but not limited to brand strategy, creative strategy, communications strategy, and design strategy.And it’s these diverse experiences in strategy that have helped Joe connect the dots in the most interesting and unexpected ways for brands like KFC, Heineken, Samsung, Puma, Amnesty International, Benecol, Meta, and more.But Joe doesn’t just have a passion for strategy and insights. His infatuation with typography, semiotics, and food history helps him become an integral part of the strategic-creative somersault that leads to successful campaigns. In this episode, Joe shares a lot of ideas and inspiration, including his favorite songs for tapping into his subconscious mind and how a line from Bart Simpson influenced the insight for an entire campaign.Some of my favorite aha moments from our conversation include:An insight for Samsung that led NOT to an ad, but to an awesome music videoJoe’s unique approach to winning new business pitchesWhy bad ideas are essential to creative successHow his job as a garbage collector shaped his perspective on advertisingA piece of advice from Sun Tzu that has influenced his work with clients and creatives Show Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Books:The Mezzanine by Nicholson BakerThe Art of War by Sun TzuHerscht 07769 by László KrasznahorkaiShows & MoviesThe Simpsons - Season 6, Episode 7Brands & CampaignsMoney Supermarket AdSamsung - Samm Henshaw - All Good (Official Video)

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