Mike's Notes

David Ogilvy was known for his advertising 'rules.' After diving deeper into his work I found out these aren't really rules at all but conclusions. Ogilvy's first principle is *do what works*. This episode will focus on three things that anyone in any industry can do. 1/ He was objective in his research. If the facts differ from your beliefs, change your beliefs rather than the facts. 2/ He created advertising around big ideas. Images should aim to inspire intrigue, not win awards at Cannes. 3/ He groomed a culture. Hire "gentlemen with brains" and give them the autonomy to do good work. Also, avoid bureaucratic bloat. "If you were a dairy farmer and kept cows, would you employ twice as many milkers as you have cows?" A pdf of this is available at http://thewaiterspad.com