Management cannot be expected
to recognize a good idea
unless it is presented to them
by a good salesman.
— David Ogilvy, Advertising legend
WHO IS THE BEST PERSON TO PRESENT YOUR IDEAS?
You are. Try never to let anyone else present your ideas, I tell my MBAs.
But never forget — knowledge and passion are not enough. You have to master the skills of selling.
Selling is a fundamental skill of leadership and management.
Selling is not beneath you. It empowers you.
Selling is what makes people agree and buy in and believe.
And what is more important than that?
OFTEN CALLED THE FATHER OF ADVERTISING, DAVID MACKENZIE OGILVY (1911–1999) was an advertising executive widely hailed as The most sought-after wizard in today's advertising industry according to Fortune Magazine.
He founded Ogilvy & Mather in 1949. The firm was built on his principles — that the function of advertising is to sell. He disliked advertisements that had loud patronizing voices, and believed a customer should be treated as intelligent. In 1955, he coined the phrase, The customer is not a moron, she's your wife, based on these values.
Among Ogilvy's most enduring campaigns: The man in the Hathaway shirt with his aristocratic eye patch; The man from Schweppes is here introduced Commander Edward Whitehead, the elegant bearded Brit, bringing Schweppes (and Schweppervescence) to the U.S.; a famous headline in the automobile business, At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock; Pablo Casals is coming home – to Puerto Rico, a campaign which Ogilvy said helped change the image of a country, and was his proudest achievement.
One of his greatest successes was Only Dove is one-quarter moisturizing cream. This campaign helped Dove become the top selling soap in the U.S.
David Ogilvy died in July, 1999 at his home in France. Ogilvy continues to be one of the most famous names in advertising and is considered one of its dominant thinkers.
His best-selling book Confessions of an Advertising Man remains one of the most popular and famous books on advertising. Based on this book, there is a strong suspicion that Ogilvy is the inspiration for Don Draper in the popular series Mad Men.