Joe called it his Commandments for Running An Advertising Agency. It’s a good reminder to all of us that it takes is a little common sense, enthusiasm and guts.
So, here they are:
- Thou shalt market from the top down. (Call on the best fit prospects first.)
- Don’t work for bastards – and don’t be one. (Pick people you want to work for. Take on ones with great potential. You must like your clients.)
- Thou shalt learn to speak in numbers. (How much, what will it cost – that is what clients want to hear.)
- Thou shalt be creative. (Creativity can be learned. Being creative is believing you are creative.)
- Eat bran flakes and hire competitive people who like to win for your agency and your clients.
- Be conspicuous. (You must make your agency stand out. Don’t copy your competitors.)
- Thou shalt think business. (Clients have business problems. These problems are our opportunities.)
- Thou shalt be emotional. (Most advertising is boring. They are afraid to be emotional. People don’t buy because of facts; they buy for emotional reasons.)
- Learn to say “No!”
- Hire people that are smarter than you are.
- Thou shalt have fun! (Do everything possible to enjoy work. Quit your job if necessary.)
These commandments are 20+ years old. How do you think they hold up in today’s world? I modified two of them. Can you guess which ones?