Market Hacking In History

Quotes from Ad Man David Oglivy

ogilvy2David Ogilvy was an advertising executive who was widely hailed as “The Father of Advertising”. In 1962, Time called him “the most sought-after wizard in today’s advertising industry”.   He brought innovation and research into a field that was often composed of froth and make believe. His activities and insights make him worthy of the term Markethacker.

Quotes from Ad Man David Oglivy  

  • I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.
  • The best ideas come as jokes. Make your thinking as funny as possible.
  • The consumer isn’t a moron. She is your wife.
  • Don’t bunt. Aim out of the ballpark. Aim for the company of immortals.
  • What you say in advertising is more important than how you say it.
  • Our business is infested with idiots who try to impress by using pretentious jargon.
  • The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
  • In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
  • I prefer the discipline of knowledge to the anarchy of ignorance.
  • Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
  • Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
  • The advertisers who believe in the selling power of jingles have never had to sell anything.

What is your “Go to the Moon” declaration?

240px-John_F._Kennedy_speaks_at_Rice_UniversityOn September 12, 1962, President John F. Kennedy delivered a speech before a crowd of 35,000 people in Houston’s Rice University football stadium.

Kennedy said, “We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard; because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one we intend to win …” It is best known as the “We will go to the Moon” speech, where he laid out the vision for this to be accomplished.

From that day forward, the limits of a country’s imagination were stretched further than all the science fiction writers previously. The will of the American people,  engaged in a Cold War/Space Race with the Soviet Union, were now galvanized towards a specific outcome.  The modern aerospace and technology industries were never the same.

On July 20, 1969, the bold proclamation made that day by President Kennedy came into full fruition.  Neil Armstrong descended from the Apollo 11 Lunar Landing Module and set foot on the barren, rocky surface of Earth’s moon for the first time.  Today’s planetary explorations stand squarely on the shoulders of this one single accomplishment: Man had reached up for Earth’s moon and finally landed upon it.

What is your “Go to the Moon” declaration?  

What is the statement which you need to make with such boldness and confidence that you are willing to marshal every resource, both known and unknown, towards achievement of a goal?

Market Hackers need to have that same vision and desire to bring it all together.  Even though it has been over 53 years since that speech and 46 years since that first lunar landing, the impact on the collective culture is immeasurable. A bold statement, backed by progressive action and focused resources, achieved a mighty goal.

Perhaps your vision isn’t as historic?  But take inspiration from the achievement of the goal of interplanetary travel which has been spoken about throughout the ages.

What is your “Go to the Moon” declaration? What is the idea in which you have bold confidence, focused resources and tireless determination to achieve?

Knowing it makes you a marketer. Doing it makes you a market hacker.