Essay 1366

The mid-September search at Borders for The Houdini Solution by Ernie Schenck initially failed to secure a copy.

But only because we presumed it would be in the Sales and Marketing section. And why not? Ernie Schenck is a career adman: winner of a gazillion advertising awards, leader of top-flight advertising agencies, writer/editor of the advertising column for Communication Arts magazine and overlord of a blog titled, “Ernie Schenck Calls This Advertising?” Yep, it made all the sense in the world to believe the guy’s first book would be shelved alongside the advertising-related selections.

As it turns out, Borders stocks The Houdini Solution in the Management area. Additionally, the back cover labels the work as “Business/Self-Help.”

Like the magician who inspired the book, The Houdini Solution categorically refuses to remain shackled in any single box.

That’s also the key premise Schenck presents through roughly 220 pages. The author basically proposes that people reject the typical creative goal of thinking outside the box, opting instead to embrace the constraints inside the box.

While advertising enthusiasts will discover much to love about The Houdini Solution, the book ventures beyond the general vicinity of Madison Avenue, ultimately appealing to anyone who exercises their grey matter for a living.

In many respects, Schenck celebrates the creative process in a 21st century style. The Houdini Solution is a contemporary companion to classics like Conceptual Blockbusting by James Adams, Lateral Thinking by Edward de Bono and A Whack On The Side Of The Head by Roger von Oech.

To be clear, Schenck’s “thinking inside the box” theory is not a cop-out, offering excuses for substandard responses to challenges. Rather, readers are coached to maximize their problem-solving skills and generate extraordinary results — within the box.

In other words, brainstorm like the NASA staffers who triumphed against life-threatening, overwhelming odds during the Apollo 13 flight. Or foil the opposition by emulating the tactics of MacGyver. Rejigger the tools at your disposal and re-envision the perceived restrictions to concoct a wow-factor invention — that’s what The Houdini Solution is preaching.

The author proves his points with cool case studies and anecdotes. He counters the clichéd obstacles with razor-sharp strategies. And Professor Schenck wraps everything up with a series of 50 instructional devices introduced as homework.

The “glass-is-half-full” spirit — and Schenck would contend there’s no reason you can’t use the limited liquid and container to build the next big thing — puts The Houdini Solution in the Self-Help arena with The Power of Positive Thinking by Norman Vincent Peale and Unlimited Power by Tony Robbins. Hey, some might argue the book could comfortably stand in the Philosophy aisle.

Readers familiar with Ernie Schenck’s writing have come to expect passionate, provocative and compelling perspectives, served with entertaining flair. Rest assured, The Houdini Solution performs amazing feats for fans and newbies alike.

Those who wish to avoid scouring the local bookstores’ Sales and Marketing, Management, Self-Help, Philosophy and Creative Cookbooks sections can make The Houdini Solution magically appear inside the mailbox via online sellers BarnesAndNoble.com and Amazon.com.