You might not know the name, but you’ll certainly recognize his work. Dave Trott is the creative genius behind some of the most iconic ads of the past 30 years, including award-winning collaborations with Cadbury’s Flake, Ariston and Toshiba, to name just a few.

His former agency Gold Greenlees Trott was voted Agency of the Year by Campaign Magazine, and Most Creative Agency in the World by Ad Age. And he’s also a critically acclaimed author – his first book, How to Get Your First Job in Advertising, is essential reading for every ad grad leaving college, while the more recent Creative Mischief was hailed by The Sunday Times as a work of “genius”.

His latest book, Predatory Thinking, looks at how to get ahead of the competition. MeetTheBoss TV’s Ben Thompson caught up with Dave to talk about the concepts behind the book, and why predatory thinking is key to survival in a competitive world…