Page 147 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

Athletic shoes are lightweight and flexible, right? As a rookie copywriter I cut
my teeth in the athletic shoe arena, and I can tell you I must have written "light
and flexible" into a thousand different ads. But not often enough for my clients.
Well, a few years ago when I developed painful heel spurs, from who-knows-
what physical activity, my podiatrist suggested I try a particular Nike training
shoe that wasn't exactly light and was far from flexible. In fact, the shoe is
damn heavy and downright rigid. After three weeks of using these
Frankensteinian shoes my heel spurs stopped bothering me and I was back to
working out.
Conventional thinking says "lightweight and flexible" is the way to go. 180
Thinking says, maybe not. Those creative designers at Nike decided to just not
do it. For more heavy reading on 180 Thinking, go to Chapter 8.