I could probably be classified as a Trottie. The amount of times I have written about his work/thoughts, retweeted him and commented on his blog are not that of a sane person. (thankfully I have already proved this point by walking over fire.) What he says just makes too much sense not to pass on to those who might not read him directly.
Recently he gave his comments about portfolios to another blog and I found what he said very interesting. Without giving away the entire article here is one of my favorite things he said.
For years I’ve been happy to give [portfolio advice]. But what’s depressing is, in the last few years they’ve been asking not for advice, but for permission. They don’t want to set the world alight.They don’t want to be rebellious and exciting. They don’t want to create a fuss. They want to fit. To quietly and politely get a job.
So I was a bit misleading with the title of this post. He doesn't give any real advice about what a portfolio should be. That's why I like the article so much. Most, if not all, the great advertising ever produced didn't ask permission. Instead it demanded to be listened to or read or interacted with. And this is what you need to do with your book. You need to make it grab attention, break the rules because everything is becoming homoginized. the ability to make work that looks great but has little substance has become too easy and If you want a job you'll push against that. While others are being funny you should be serious. When everyone else is doing big do something small. Do something that makes you stick out among the pile of links sent to recruiters and creative directors every day. Before you do that, read the rest of the blog post. Then start making work that will make you stand out, not fit in with the rest of the crowd.