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Month: February, 2013

The Empty Chair

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Jeff Bezos launched Amazon nearly two decades ago as an online book store and turned it into a global giant getting everything you need from books and kindles to canned goods. If you want it, the chances are Amazon has it and delivers it to you cheaper and faster than almost anybody else.

One year shy of his fiftieth birthday, Bezos is among the 30 richest people on the planet with an estimated net worth of 19 billion dollars. Although, it took seven years for Amazon to break into the black, the company has never looked back since first turning a profit in 2001.

What is the secret of Amazon’s success?

The Empty Chair Philosophy!

Amazon in all its important meetings, alongside the chairs in which, its executives from different functional areas take their places, includes one more chair that remains empty. It is there to remind all the participants who is the most important person in the room: The Customer. And Jeff Bezo’s concern for customers is rather obsessional.

Daniel Pink, in his very well argued and articulated book, To Sell is Human describes the empty chair philosophy clearly. The empty chair has become legendary in Amazon’s Seattle headquarters. Seeing it encourages meeting participants to take the perspective of that invisible but essential person – The Customer. What is going through the customer’s mind? What are her concerns? What would he think of the ideas we are putting forward? 

Want to build a great brand, company and business?

Try the empty chair philosophy in your business or organization or even your own world. The empty chair can represent the target audience and their interests in preparing your presentation. If you are collecting and compiling material for a sales call, it can help generate and visualize possible questions and objections that the prospects might raise. If you are preparing material to train your team on a product, process or project, the empty chair can remind you of their perspective.

Every which way you look, when you have to move others, gaining an insight into their perspectives is invaluable. Exiting your own perspective and entering theirs is essential in persuading others. As Daniel Pink suggests, one smart, easy, and effective way to get inside peoples’ heads is to climb into their chairs!

The Ad that Became a Popular Catchphrase!

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One of the most popular catch phrases used to question the substance of an idea, event or product in North America, Where is the Beef?  has an unusual origin – the television commercials of a chain of hamburger restaurants trying to reposition its new brand against the mighty McDonalds and the Burger King – Wendy’s. The Phrase, Where’s the Beef, is their advertising slogan, one of the most enduring and among the top ten slogans of the twentieth century.

Wendy’s was a late entrant into the hamburger restaurant business. They entered the market in 1984, when it was dominated by McDonalds and Burger King. As a part of their repositioning strategy they came up with a brilliant theme. They came up with a question that undermined the competition in a dramatic manner. They asked an irascible and outrageous question: Where’s the Beef? The question is so powerful that it is just not about the beef content or the size of a beef patty between their competitors’ hamburger buns but has the potential to question the very substance of an idea, event, product and virtually anything and everything. It has not only improved the market share of Wendy’s but also became one of the most popular catchphrases.

Where is the Beef? slogan or question was first used in a television commercial aired on January 10, 1984. The original commercial featured three elderly women examining an unusually large hamburger buns topped with a minuscule hamburger patty. Two women poked at it, exchanging bemused comments: It’s certainly a big bun. It’s a very big bun. It’s a big fluffy bun. The third woman, who is our leading lady of the commercial, played by Clara Peller, an eighty-year old retired manicurist specially recruited for the commercial asks the famous question – Where’s the Beef?

Where’s the Beef? became such a powerful question that it entered even the election debates of the American presidential election primaries during the spring of 1984. When the Republican Senator Hart,using a phrase ‘new ideas’ moved his candidacy from dark horse to the lead over Senator Mondale, Mondale leaned forward and asked, “ When I hear your new ideas, I’m reminded of that ad – Where’s the Beef? Although, Hart subsequently showed reams of policy papers retorting – Here’s the beef, Mondale’s strategy succeeded in casting doubt on Hart’s new ideas and changing the debate to specific details, earning him the Democratic nomination. It’s a different story that Mondale lost the presidential election to Ronald Reagan.

Can you draw inspiration from this and think of creatively undermining your leading competitors and create a space for your brand by designing effective communication strategies?

 

When It Rains, It Pours!

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Morton Salt’s little girl (who never had any name) with the umbrella first appeared in 1914, almost one hundred years ago. There have been six official Morton Salt girls since the first girl’s appearance in 1914, whose image was updated in 1921, 1933, 1941, 1956, and 1968.

In 1911, Morton created a free flowing salt by adding magnesium carbonate as an absorbing element. Following that, Morton decided to run a series of ads in Good Housekeeping Magazine promoting its new product and developed an ad featuring the little girl carrying the round container and holding an umbrella during a rain shower.

The original copy of the ad read, “ Even in rainy weather, it flows freely.” Although, everyone agreed on the ad’s appeal, they felt it was rather wordy. They reworded the copy in 1911 as: When it Rains, It Pours! The rest is a part of the advertising history. The ad is among the top hundred advertisements of the twentieth century. Even today two out of three Americans buy Morton salt.

Morton selected N.W. Ayer, the well known advertising agency and asked them to submit a series of 12 different ads to run in consecutive issues of Good Housekeeping Magazine. The agency’s account executive brought 12 proposed ads and three possible substitutes to the Morton offices for consideration. They selected one of the substitute ads, which showed a little girl holding an umbrella in one hand to ward off falling rain and , in the other hand, a package of Morton salt tilted back under her arm with the spout open and salt running out. The picture told the whole story in a perfect manner. That Morton salt would run in even damp weather. Morton later told that he was delighted with the graphic and the slogan as the ad captured the idea and the fact that even the rain couldn’t hamper the salt from pouring.

Can you draw inspiration from this (may be the loveable Amul Girl mascot got inspiration from the Morton Salt Girl) and develop a mascot as a mnemonic for your brand to give it a distinct personality and improve brand retention?

12 Leadership Lessons from John Wooden

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John Wooden (1910 – 2010), guided UCLA (University of California Los Angeles) Bruins to ten NCAA Basketball championships over a 12-year period, including four perfect seasons and an 88-game winning streak. He was named ESPN’s Greatest Coach of the Twentieth Century and voted # 1 Coach of All Time by The Sporting News. Sports Illustrated said it best when they said: There’s been never a finer man in American Sports than John Wooden, or finer coach. John Wooden was awarded the nation’s highest civilian honor, The Presidential Medal of Freedom in 2003.

John Wooden shared his success philosophy and leadership principles in a highly inspiring book, which he co-authored with Steve Jamison: Coach Wooden’s Game Plan for Success: 12 Lessons for Extraordinary Performance and Personal Excellence. 

  1. Good Values Attract Good People. Treat All People With Dignity and Respect. Good values are like magnet. So are bad values. Make your values visible; What you do is who you are. Who you are is what the organization becomes. People actually do follow the leader.
  2. Use the Most Powerful Four-letter Word.  Love. Love is more important than like. Love does not mean that you tolerate bad behavior. Be more concerned with what you can do for others than what others can do for you.
  3. Call Yourself a Teacher. Each member of your team has the potential for personal greatness; A leader’s job is to teach others how to achieve it. The greatest teaching tool is your own example. Your deeds count more than your words. A great leader is a teacher, who is a lifelong student.
  4. Emotion is Your Enemy. If you let your emotions takeover, you will be outplayed. Intensity makes you stronger. Emotionalism makes you weaker and vulnerable. Emotional peaks lead to emotional valleys. Consistency in high performance is the mark of a champion.
  5. It Takes 10 Hands to Score a Basket. Have one team, not starters and substitutes. No one feels good being a substitute. The best talent doesn’t always make the best team. Teamwork means sharing – the ball, the information, contacts, ideas. An organization that lacks selflessness among its members is like a race car with a powerful engine and flat tire. Everybody assists everybody in a team.
  6. Little Things Make Big Things Happen. There are no big things; only an accumulation of little things that must be done well.
  7. Make Each Day Your Masterpiece. It’s what you learn after you know it all that counts. Use time wisely, not wastefully. Time is invisible. Its effects are not. Don’t mistake activity for achievement. You have nothing without time. Treat it with great respect. Personal punctuality is a good way to teach respect for time.
  8. The Carrot is Mightier Than the Stick. Punishment invokes fear. What you need is a team whose members are filled with pride, not fear. The most effective carrot is often a respected leader’s praise. Don’t give praise if you don’t mean it. The purpose of criticism is to correct, improve, and change. It is difficult to affect positive change when you antagonize.
  9. Make Greatness Available to Everyone. A leader’s greatness is found in bringing out greatness in others. Personal greatness is measured – like success – against one’s own potential, not that of someone else.
  10. Seek Significant Change. Never be content with performance results. Remove all excuses for getting to the next level. Don’t say ‘No’; ask ‘How?’
  11. Don’t Look at the Scoreboard. Watching the scoreboard is habit forming. Break the habit. Define your dreams, hopes, and aspirations. Then file them away. Focus on running the race than winning it.
  12. Adversity is Your Asset. Things turnout best for those who make the best of the way things turnout. Adversity makes us stronger, but only if we resist the temptation to blame fate for our troubles.

These leadership lessons are universally applicable whether you are a coach, manager or CEO. You can objectively rate yourself on a five-point scale against each of these twelve principles of leadership to take stock of your current level, analyze the gap and do what it takes to bridge that and become a highly effective leader.

Image Source: Wikipedia 

Emotional Advertising At Its Best!

You Were Born a Daughter

You were born a daughter.

You looked up to your mother.

You looked up to your father.

You looked up to everyone.

You wanted to be a princess.

You thought you were a princess.

You wanted to own a horse.

You wanted to be a horse.

You wanted your brother to be a horse.

You wanted to wear pink.

You never wanted to wear pink.

You wanted to be a Veterinarian.

You wanted to be President.

You wanted to be the President’s Veterinarian.

You were picked last for the team.

You were the best one on the team.

You refused to be on the team.

You wanted to be good in algebra.

You hid during algebra.

You wanted the boys to notice you.

You were afraid the boys would notice you.

You started to get acne.

You started to get breasts.

You started to get acne that was bigger than your breasts.

You wouldn’t wear a bra.

You couldn’t wait to wear a bra.

You couldn’t fit into a bra.

You didn’t like the way you looked.

You didn’t like the way your parents looked.

You didn’t want to grow up.

You had your first best friend.

You had your first date.

You had your second best friend.

You had your second first date.

You spent hours on the telephone.

You got kissed.

You got to kiss back.

You went to the prom.

You didn’t go to the prom.

You went to the prom with the wrong person.

You spent hours on the telephone.

You fell in love.

You fell in love.

You fell in love.

You lost your best friend.

You lost your other best friend.

You really fell in love.

You became a steady girlfriend.

You became a significant other.

YOU BECAME SIGNIFICANT TO YOURSELF.

Sooner or later, you start taking yourself seriously. You know when you need a break.

You know when you need to rest. You know what to get worked up about and what to get rid of. And you know when it’s time to take care of yourself, for yourself.

To do something that makes you stronger, faster, more complete.

Because, you know it’s never too late to have a life.

And never too late to change one.

JUST DO IT

Nike®

 

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This is the ad that changed … millions of lives. Janet Champ wrote the copy of this eight-page ad Nike print ad in the 1990s. Champ wanted to appeal to women who weren’t hard-core athletes. She often wondered how women took responsibility and time for everyone else but themselves. She wanted to tell them that women needed to take care of themselves, preferably in Nikes.

This ad touched the hearts of many a woman. The ad struck an emotional chord with women. Some have pinned it to the wall in their bedrooms. Some have memorized it even. It made an instant connection with its target audience. There have been many who have identified with this ad preserved this ad for quite sometime.

Nike initially did not pay much attention to the women’s segment. When it realized that its major competitor REEBOK was gaining market share in the rapidly growing women’s sports shoes segment, Nike started targeting the women’s segment.

It is said that Oprah Winfrey read the advertisement on television and cried.

Can we draw some inspiration from this highly emotive and evocative copy to create a distinctive personality for our brand?

Will Smith’s Success Secrets

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Will (Willard Christopher) Smith is an American actor, producer and rapper, who is highly successful in television, film and music. Newsweek called him as the most powerful actor in Hollywood in 2007. He has been nominated for four Golden Globe Awards, two Academy Awards, and has won four Grammy Awards.

Will Smith has shared some of his philosophy and secrets of success:

  1. Greatness is a matter of choice. Make a choice. Decide. Who are you going to be?
  2. Believe to achieve. You have to Believe. Before anyone can believe it, you have to believe it.
  3. Talent is overrated. There is no shortcut to success. Talent without skill, and you’ll fail.
  4. Don’t over complicate things. We look for complexity because we think things can’t be that easy.
  5. Where you are doesn’t matter. Beat on your craft. Have a ridiculous work ethic. May it be of such an excellence!
  6. Focus on making a difference. You really gotta focus. It takes obsessive focus with your heart and creativity.
  7. Nothing is unrealistic. Realistic is like mediocrity.
  8. Lay one brick at a time. Don’t ever tell me there’s something you can’t do. Lay every brick perfectly, and soon you have a wall.
  9. Our thoughts are physical in the universe. If you are going to be here, there’s a necessity to make a difference.
  10. Attack things you’re afraid of. Don’t be afraid of the truth.
  11. Your life will become better by making other lives better.
  12. Protect your dreams.

Click here for watching him share his passion and success secrets in this inspiring video.

Will Smith’s secrets of success are universally applicable for anyone who wants to achieve  uncommon success and making a difference in this world. Just commit yourself to your core. Decide on what you are going to be. Take the first step and lay one brick at a time. Believe in yourself. Ask yourself what difference you are going to make and work hard to realize your dream!

 

Image: Wikipedia

The Last Lecture

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Randy Pausch (October 23, 1960 – July 25, 2008), professor of computer science and human-computer interaction and design at Carnegie Mellon University delivered the first of the university’s new lectures titled – Journeys on September 18, 2007. Journeys – lectures in which members of the university community share their reflections and insights on their personal and professional journeys.

Pausch learned that he had pancreatic cancer in September 2006, and in August 2007 he was given a terminal diagnosis: 3 to 6 months of good health left. And yet, he gave an upbeat lecture Journeys on September 18, just a few weeks after his terminal diagnosis. The title of his lecture, which he gave on September 18, 2007 was The Last Lecture: Really Achieving Your Childhood Dreams. 

He gave very valuable lessons in his Last Lecture, which every one of us can apply to achieve unbridled happiness in our lives:

  1. Give a feedback loop and listen to it. When people give you feedback, cherish it and use it.
  2. Show gratitude. When I got tenure I took all my research team down to Disney World for a week. And one of the other professors at Virginia said, how can you do that? I said these people just busted their ass and got me the best job in the world for life. How could I not do that?
  3. Don’t complain. Just work harder. (Shows slide of Jackie Robinson, the first black major league baseball player) That’s a picture of Jackie Robinson. It was in his contract not to complain, even when the fans spit on him.
  4. Be good at something, it makes you valuable.
  5. Work hard. I got tenure a year early. Junior faculty members used to say to me, wow, you got tenure early. What’s your secret? I said, It’s pretty simple. Call me any Friday night in my office at ten o’ clock and I’ll tell you.
  6. Find the best in everybody. You  might have to wait a long time, sometimes years, but people will show you their good side. Just keep waiting no matter how long it takes. No one is all evil. Everybody has a good side, just keep waiting, it will come out.
  7. And be prepared. Luck is truly where preparation meets opportunity.

So today’s talk was about my childhood dreams, enabling the dreams of others, and some lessons learned. But did you figure the head fake (a sports term used when a player moves his head to fake a change in direction)?  It’s not about how to achieve your dreams. It is about how to lead your life. If you lead your life the right way, the karma will take care of itself. The dreams will come to you.

Have you figured the second head fake? The talk is not for you. It’s for my kids. Thank you all, good night.

Click the links below to download the full transcript of the Last Lecture and view the complete video of this inspiring Last Lecture.

The Last Lecture transcript

The Last Lecture at Carnegie Mellon University.

What is Your Excuse?

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Warhawk Matt Scott (born March 27, 1985), is an American wheelchair basketball player. He was on the gold medal winning team and was also nominated as the Best Male Athlete with a Disability ESPY Award at the 2007 Parapan American Games in Brazil. He has Spina bifida and competed in the Summer Paralympics in 2004 and 2008. He was the first Paralympian to star in a Nike Inc. advertisement.

Matt Scott’s No Excuses Nike Commercial is incredibly inspiring and motivating. It’s a tangible example of the countless reasons we come up with to stop us from doing what we could be doing. And it ends brilliantly showing that excuses are just that…excuses.

Here is the transcript of Warhawk Matt Scott in Nike’s No Excuses commercial:

I’m too beat. I’m too slow. Too big. I ate too much for breakfast. I got a headache. It’s raining. My dog is sick. I can’t right now. I’m not inspired. It makes me smell bad. I’m allergic too stuff. I’m fat. I’m thin. It’s too hot. I’m not right. I’ve got shin splits. A headache. I’m distracted. I’m exerting myself too much. I’d love to really but I can’t, I just can’t. My favorite show is on. I’ve got a case of the Mondays. The Tuesdays. The Wednesdays. I don’t want to do this; I want to do something else. After new years. Next week. I might make a mistake. I got homework and I feel bloated. I have gas. I got a hot date. My coach hates me.My mom won’t let me. I bruise easily. It’s too dark. It’s too cold. My blister hurts. This is dangerous. Ahhh sorry, I don’t have a bike. I didn’t get enough sleep. My tummy hurts. It’s not in my genes. I don’t want to look all tired out. I need a better coach. I don’t like getting tackled. I have a stomach ache. I’m not the athletic type. I don’t want to get sweaty. I have better things to do. I don’t want to slow you down. Do I have to do this? As soon as I get a promotion. I think I’ll sit this one out. Man, my feet hurt.

( Matt slams two basket balls on the court as the screen pans out and watches Matt move away from the basketballs using a wheelchair.)

What is your excuse?

Take a moment and reflect on your life. On a daily basis, how many times do you spew out lame excuses for not getting up, getting out and doing something? How many times have we given ourselves an excuse for not doing something that we should do or could do? Remember what Alexander Pope said a long time ago: An excuse is worse than a lie, for an excuse is a lie guarded.

Quit making excuses: putting it off, complaining about it, dreaming about it, whining about it, crying about it, believing you can’t, worrying until you are older, skinnier, richer, braver, or all around better. Just Do It.

The secret to realising your potential? To uncommon success? To happiness?

Offer no excuses! Accept no excuses!

Click here to watch the Nike commercial featuring Matt Scott No Excuses Commercial.

Curiosity, Courage and Creativity

Curiosity is a quality related to inquisitive thinking such as exploration, investigation, and learning. Children are curious by nature. Their exploration is full of awe and wonder. That’s why perhaps, Baudelaire, the famous French poet and essayist described childhood as genius recovered at will. He said that if you can revisit the wonder of childhood you can taste genius.

Gary Zukav wrote in his national award winning book, The Dancing Wu Li Masters,“ Those who must have felt the exhilaration of the creative process are those who best have slipped the bonds of the known and venture far into the unexplored territory, which lies beyond the barrier of the obvious. This type of person has two characteristics: The first is a childlike ability to see the world as it is, and not as it appears to be according to what we know about it.”

Jean Piaget, the famous Swiss psychologist and philosopher known for his epistemological studies with children agrees. He wrote, “ Stay in part a child, with the creativity and invention that characterizes children before they are deformed by adult society.”

Consider these characteristics, which have a lot to do to enhance creativity are the natural traits of children. Children don’t have blockages because children don’t know about before. They only know about now. That is why when searching for a solution to a problem they look and see freshly for themselves every time. They break rules because they do not know that rules exist. They constantly see new relationships among seemingly unrelated things. They study ordinary things very intently –  a blade of grass, a spoon, a face – and everything. They have a sense of wonder about things that most of us take for granted.

Carl Sagan said, “ Kids are natural-born scientists. They ask deep scientific questions: Why is the moon round? Why is the sky blue? What’s a dream? What’s the birthday of the world? By the time they get into high school, they hardly ever ask questions like that.”

Neil Postman, American author, media theorist and cultural critic aptly observed that children enter school as question marks and leave as periods.

Want to be creative? If you answer yes to these the following questions you can certainly be creative.

Can you become a question mark again?

Can you become a child again and become curious about things?

Can you capture the sense and spirit of wonder of things you see around you, which you are currently taking for granted.

Be more like a child. Be curious.

Courage is not the absence of fear. It is going ahead in spite of danger, in spite of being afraid or feeling despair, pointed out all great thinkers such as Kierkegaard, Hemingway, Nietzsche, Sartre, and Camus.

Courage is important as it helps in your tenacity to stick with an idea generation process. It also gives you the conviction that you can generate more ideas in the face of rejection and stiff opposition. This is essential for a creative person. Because, as Charles Bower, the head of an advertising agency said, “ An idea is delicate. It can be killed by a sneer of a yawn; it can be stabbed to death by a quip and worried to death by a frown on the right man’s brow.”

The fear of rejection shuts down their idea factories, said Jack Foster, the famous ad man.

Robert Grudin in his book, The Grace of Great Things: Creativity and Innovation, wrote, “ Creativity is dangerous. We cannot open ourselves to new insights without endangering the security of our prior assumptions. We cannot propose new ideas without risking disapproval and rejection.”

People who criticize and oppose your ideas also are afraid. Afraid of your ideas. Because, ideas by their very nature can change things. They threaten the status quo.

If you are ideas are turned down, don’t get upset. Double your resolve and generate more ideas. Your ideas, if they are rejected they are not necessarily bad. Don’t look at rejection as a defeat. Remember nobody can stop an idea whose time has come. May be those ideas are ahead of their times.

Jack Foster says, “ Never cry over the spilled milk. Find a better use for it or invent a better milk carton.”

Draw inspiration from what Robert Grudin said: “ Creative achievement is the boldest initiative of the mind. An adventure that takes its hero simultaneously to the rim of knowledge and the limits of propriety.”

The creative challenge is truly inspiring and its spirit is brilliantly captured by Robert Grudin again when said, “ Its pleasure is not the comfort of the safe harbor, but the thrill of reaching sail.”

Be curious. Have courage to generate ideas. Be Creative!

 

Bill Bernbach’s Advertising Wisdom

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As the single most influential creative force in advertising’s history, William Bernbach (August 13, 1911 – October 2, 1982), served as an inspiring father figure to some of advertising’s most brilliant talents. A conservative in his dress and manner, Bernbach is known for his fresh, relevant and unpretentious ideas.

Notable campaigns of Bernbach are: We Try Harder for Avis Car Rental, Mikey for Life Cereal, You don’t have to be Jewish to Love Levy’s for Levy’s Rye Bread, and it’s so simple for Polaroid, and Think Small and Lemon for Volkswagen.

After Bill Bernbach’s death in October 1982, Harper’s wrote that Bill Bernbach probably had a greater impact on American culture than any of the distinguished writers and artists who have appeared in the pages of Harper’s during the past 133 years. He emerged as No. 1 on Advertising Age’s 20th Century Honor roll of advertising’s most influential people.

The following twenty quotes present an insight into the legendary ad man’s advertising wisdom and brilliance.

  1. The most powerful element in advertising is the truth.
  2. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
  3. Because an appeal makes a logical sense is no guarantee that it will work.
  4. A great campaign will make a product fail faster. It will get more people know it’s bad.
  5. Forget words like hard sell and soft sell. That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you’re saying like it’s never been said before.
  6. Just because your ad looks great is no insurance that it will get looked at. How many people do you know who are impeccably groomed.. but dull?
  7. No matter how skillful you are, you can’t invent a product advantage that doesn’t exist. And if you do, and if it’s just a gimmick, it’s going to fall apart anyway.
  8. Advertising doesn’t create a product advantage. It can only convey it.
  9. Nobody counts the number of ads you run; they just remember the impression you make.
  10. In advertising not to be different is virtually suicidal.
  11. It is insight into human nature that is the key to communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore, becomes a student of how people read or listen.
  12. In communication, familiarity breeds apathy.
  13. Our job is to bring the dead facts to life.
  14. Our job is to sell our client’s merchandise…not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
  15. Word of mouth is the best medium of all.
  16. If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.
  17. Adapt your techniques to an idea, not an idea to your techniques.
  18. We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics that we forget we can create them.
  19. Rules are what the artist breaks; the memorable never emerged from a formula.
  20. The truth isn’t the truth until people believe you and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, and freshly.

Click here to watch, listen and learn about the essence of advertising from Bill Bernbach.