Nicolas Bordas, President and CEO, TBWA\FRANCE has published a book entitled “L’Idée qui tue” (The Idea That Kills: Politics, Business, Culture, The Secrets Of Perennial Ideas).

The book is not about the mysterious process by which one comes up with a new idea. It is a guide to recognizing ideas with potential and setting up the best conditions for them to propagate and replicate – a useful skill in the “communication society” we are living in. For Nicolas, ideas that kill are those that prove long lasting and demonstrate an ability to impose themselves almost naturally unto everyone who comes in contact with them. They are what we call “killer ideas”. But ideas that kill are so named also because they literally kill other ideas. Two opposite ideas cannot coexist in one’s mind.

You must kill the convention to install the vision. In that sense, a disruptive idea is by definition an idea that creates an unbeatable strategic advantage.

The book, in a step-by-step analysis, examines the common traits of such ideas in every aspects of human endeavor: philosophy, art, politics, business, pop culture… the goal being to isolate key factors of success and come up with practical rules to ensure the success of any idea, small or great.

“L’Idée qui tue” currently exists only in French, but rumor has it that a deal for a Spanish translation is under way. The book launch was celebrated as a special exhibition at the Maillol Museum in Paris, and sustained by a disruptive online PR push, centered around Nicolas’ blog: nicolasbordas.fr

If you have any comments please email Nicolas Bordas.