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Business Ideas – 3 Business Lessons From David Ogilvy
Today we’re going to look at how a young man who had never written an advertisement in his life started an advertising agency with only $6,000 to his name and went on to become one of the most sought after marketers in the world. This is the story of advertising legend David Ogilvy and the top 3 lessons that you can learn from his success.
“Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” – David Ogilvy
David Ogilvy (June 23, 1911–July 21, 1999) was the founder of Ogilvy & Mather and is known as the “father of advertising.” He took the long road to success working as a hotel chef, a British Intelligence officer, and a traveling salesman selling kitchen stoves door to door. He had success in sales and thought he could help other companies improve their marketing efforts so he started his own advertising agency in 1949. He was 38 years old, had never written an advertisement in his life and only had $6,000 to his name, but he had a big dream and wanted to see it through.
Attracting clients was a challenge in the beginning but he focused on getting results for his clients and he firmly believed that the best way to get new clients was to do outstanding work for his existing clients. The few clients he was able to get loved his approach. They rewarded him with larger budgets and referrals to other potential accounts. After building up his business in New York he decided to merge with the London based agency Mather & Crowther in 1965. It gave his firm an international reach and the next year Ogilvy & Mather was the one of the first advertising agencies to go public.
His company was acquired in 1989 for $864 million after Ogilvy built up a reputation for being “the most sought-after wizard in the advertising industry” according to TIME magazine. He was elected to the U.S. Advertising Hall of Fame in 1977and was inducted into the Junior Achievement U.S. Business Hall of Fame. His legacy continues to leave a mark on everyone in the advertising world and his story provides lessons in marketing that we can all learn from.
Action Item #1: Get Your Clients Results
Action Item #2: Test, Test, Test
Action Item #3: Hire Great People
In his ads, Ogilvy would often make the company logo twice the size — “a good thing to do because most advertisements are deficient in brand identification.” He would also show his client’s faces “because the public is more interested in personalities than in corporations.” Other Ogilvy techniques included studying and imitating graphics used by editors, since “it has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read.” He would place photographs at the top of his ads, given that “people have a habit of scanning downwards,” and also learned that there is little value in saying something without illustrating it because “the viewer immediately forgets it.”
“The most important decision is how to position your product.”
“The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising.”
“Raise your sights! Blaze new trails!! Compete with the immortals!!!”
Business Ideas: 3 Business Lessons From Henry Heinz
Today we’re going to look at how the son of immigrant labourers went against the dream his parents had for him to become a preacher and built one of the most successful companies in the food production business. This is the story of Henry Heinz and the top 3 lessons that you can learn from his success.
“To do a common thing uncommonly well brings success.” – Henry J. Heinz
Action Item #1: Create a Catchy Slogan
Whatever industry you’re in, you probably have many competitors. How can you stand out from everyone else? A great way to cut through the clutter is to create a catchy slogan that highlights what you’re really good at.
Heinz was looking for a slogan while riding on a streetcar in New York one day in 1896. He then saw an advertisement for a shoe store; it read “21 Styles.” According to Heinz: “I said to myself, ‘we do not have styles of products, but we do have varieties of products. Counting up how many we had, I counted well beyond 57, but 57 kept coming back to my mind. Seven, seven — there are so many illustrations of the psychological influence of that figure and of its alluring significance to people of all ages and races that ’58 Varieties’ or ’59 Varieties’ did not appeal at all to me as being equally strong.”
With that, Heinz immediately jumped off the streetcar, went down to the print shop, and drafted up a card with the new 57 Varieties slogan. Reflecting back, Heinz acknowledged: “I myself did not realize how highly successful a slogan it was going to be.”
Action Item #2: Be Unique with Your Promotions
Another great way to cut through the clutter and have potential customers pay attention to you is to be unique with your promotional campaigns.
No tactic was too flashy or gaudy for Heinz. He wanted his products to stand out and shine — literally. In 1900, Heinz decided to erect the first ever electric sign in New York City, on the corner of Fifth Avenue and 23rd Street in Manhattan. Standing six stories tall, the sign was a large electric-lit pickle that bore the Heinz name and its “57 Varieties” slogan. In the display room below the sign, Heinz’s employees could be seen packing miniature pickles into bottles. The sign took 1,200 light bulbs to build and cost the company some $90 every night, but for Heinz, it was all worth it. For years, this electric pickle impressed shoppers along the famous New York strip and served as invaluable advertising.
Heinz was a master promoter, and was even responsible for pioneering one of the major trends in the industry. Obsessed with quality, freshness, and cleanliness, Heinz invented the concept of the “factory tour.” Anyone who was interested in seeing how Heinz produced and packaged his products was now allowed to witness the process first-hand. He was confident in his operations and believed opening it up to the public would help build confidence and trust in his company. The move sparked an outburst of positive publicity, not to mention a wave of copycats.
Action Item #3: Have a Quality Product and Be Proud of It
Most of the famous entrepreneurs achieved success not because they were trying to make a lot of money but because they created a product or service that was good quality and they were proud to make and promote.
Heinz was very proud of all of his products. In addition to allowing the public access to his factories, Heinz also opened up his products to them — literally. He was one of the first to ever package his products in clear, glass bottles. Heinz’s competitors would often use filler ingredients to pump up the volume of their products, and then conceal the fact by using opaque, coloured containers. Heinz wanted his customers to see exactly what they were buying. He was proud of his products’ quality and offered transparent bottles to ensure customers they were getting their money’s worth.
Heinz’s biographer, Robert C. Alberts, claimed that Heinz had hit on one of the most important and shaping business ideas of his time: that a pure article of superior quality could find a ready market through its intrinsic value, so long as it was packaged and promoted properly.
Duane Cashin – Inspiring Entrepreneur
In business, people often see their environment as competitive and struggle with how to stand out. Those who have heard Duane Cashin see things differently. Duane draws from his 20 plus years of experience as a top salesman and entrepreneur to deliver clear insight on how to effectively differentiate one’s offering in today’s marketplace. Duane shows that people can tap into those things that truly make them unique to get real results. With the perfect blend of storytelling, humor, passion, and straight talk, Duane challenges his audiences to rethink everything from their approach to communicating the unique value of their offering, to their attitudes toward selling and serving. Duane’s analogies, metaphors, and real-life stories combined with his warm and witty style will keep you laughing while you learn sound business and life principles. He will infuse you with a passion for success and leave you with a vision of your higher purpose and a drive to achieve your personal best.
Matthew Hussey | The Psychology of Entrepreneurship
Matthew Hussey, declared the “Anthony Robbins of the 21st century” by 21 Convention architect Anthony Dream Johnson, Matthew’s rise to success as a speaker and a coach has been meteoric. From beginning as a one to one coach working with people in coffee shops, he now runs programmes across the globe for people looking to take every area of their lives to the next level.
With packed out seminar rooms from London to New York, he is a rising star in the speaking world and is gaining international status as a life strategist — transforming the lives of individuals of all ages, from every walk of life.
Matthew has created two major coaching companies that cater to customers from all across the world. The first, http://www.matthewhussey.com started as Matthew’s very own passion project. This has been built into a world-renowned service for peak performance coaching where he now has the full backing of a whole team of experts. His creations include specialist programmes on confidence, impact, and full life transformation retreats held in 5 star locations globally. Here clients spend 6 days in luxury villas in exotic locations where they have their own private chef and are coached by Matthew personally the entire time. Recent retreats have included Nice and Florida. His larger seminars take place anywhere from London to packed out rooms in New York’s Times Square.
Matthew soon become known for his extensive coaching and research into the world of human attraction, resulting in his latest venture, http://www.gettheguy.co.uk which exploded onto the scene in 2008, immediately gaining mass media attention in both the UK and the United States. The company recently released a DVD program which has already been reviewed by Okay Magazine, and Matthew’s notoriety in the area of human attraction landed him a spot as the resident dating expert on ITV’s This Morning as well as being a regular columnist for Now magazine.
Matthew has now been featured on major TV stations across the world. He’s provided advice on CNN, GMTV, The Today Show for America, NBC, and featured on a primetime BBC3 series ‘Undercover Princesses’. Matthew is also featuring in a new prime time series for Living TV ‘House of Grazia’ (released June 2011) and is the primary expert on a brand new prime time MTV series (which will be released globally to 60 nations in October 2011).
Under his MH brand he has been contracted to work with various prestigious individuals and large corporations. Private clients have included directors of major FTSE 500 companies including Morgan Stanley, hedge fund managers, and even royalty.
He has also partnered with major institutions in charities. In 2010 he was invited to lecture at Oxford University to the department of Neuroethics. Other talks include training for teachers at the highly regarded ‘Teach First’ annual conference, and a charity speech with members of the royal family at the Children In Crisis annual dinner.
He has become known for partnering with renowned global brands. In 2010 he worked side by side with makeup company Bare Escentuals on the launch of their new foundation product, and with Hugo Boss on the launch of their major 2010 fragrance, Boss Bottled Night. He has now been contracted to work with the large cologne chain ‘The Perfume Shop’ to increase their brand presence in 2011.
In mid 2010 he hosted the ‘Sales Consultant Of The Year Awards’ for Proctor and Gamble. He also worked with the entire women’s network of US Legal giant Weil-Gotshal in empowering them in a corporate environment, as well as the senior employees of Accenture in improving their confidence and impact in the workplace.
Through his database and his clients, Matthew now works with tens of thousands of people across the world every year. Clients fly from all over the world to visit his programs in London, as well as travelling to be part of his immersive life-transformational retreats.
$190 Million Estate: America’s Most Expensive Home For Sale
Greenwich, Conn. has long been known for its pricey ZIP codes, enviable proximity to New York City, and of course, a diaspora of wealthy Wall Street residents that has earned it a nickname as the hedge fund capital of the country. Now the tony town will be known for something else: as the location of America’s most expensive home for sale.
With an astounding asking price of $190 million, Copper Beech Farm has come to market as one of Greenwich’s last ‘Great Estates,’ a designation assigned by the Junior League of Greenwich in a 1986 coffee table book highlighting the town’s 46 most architecturally significant historic abodes. At that nine-figure price tag, Copper Beech Farm trumps every other U.S. residence publicly listed for sale, asking nearly 30% more than the country’s second most expensive home, the $135 million Crespi-Hicks estate in Dallas, Texas.
The Power of Writing: Rebecca Wallace-Segall
Rebecca Wallace-Segall is the founder and Executive Director of Writopia Lab and teaches writing workshops in NYC. She lectures at schools, events, and parents’ organizations on How to Inspire the Writer Within Your Child. She has been awarded recognition from The Scholastic Art & Writing Awards as an “outstanding educator” and has contributed op-eds about education and writing to The Atlantic Monthly and The Wall Street Journal.
The Model of Hope: Daniel Simkin and Ethan Wasserman
Daniel Simkin is the co-founder and co-director of HopeBook, Inc, a nonprofit organization dedicated to help cancer patients. He was born and raised in Venezuela. In 1997 he was diagnosed with Non-Hodgkin Lymphoma and the doctors’ prognosis revealed that Daniel would only live for two months. He not only survived and lived past those two months, but he fought cancer for a year. He remembers that there were 23 other children in the Cancer Ward at that time who were also battling this horrible disease, of which he is one of only three survivors from that group. Today he has been cancer free for 15 years. For Daniel, cancer has changed his entire viewpoint on life, and he really enjoys helping cancer patients. Daniel is the co-founder and co-director of HopeBook, Inc, a non-profit organization dedicated to help cancer patients.
Currently, Daniel lives and studies in New York City. He is majoring in Business Management and minoring in Mathematics at Yeshiva University and will be graduating in 2014. Daniel is a serial entrepreneur who, at 22 years of age, has created six different companies. Daniel plans to continue dedicating his time to those with cancer.
Ethan Wasserman is a co-founder of HopeBook, a non-profit that helps young cancer patients through the tough challenges they face everyday. His co-founder suffered from cancer and realized that even simple questions like, “Why is this happening to me?” are hard to answer. HopeBook was started to provide these answers and stop patients from feeling alone. HopeBook is a community project dedicated to creating, distributing and providing hope to patients in the form of a book. This interactive diary is a collection of information, games, health facts and stories of people who overcame the same struggles and are alive and thriving today. It provides a vision of a future to patients by sharing stories of many others who survived the same disease. It has created a network of friends who use their experiences to help current patients. Ethan graduated Yeshiva University with degreesin Psychology and Political Science. He is currently a Presidential Fellow for the Sy Syms School of Business at YU.
Danny Meyer & Michael Romano, “Family Table”
MICHAEL ROMANO is the culinary director for the Union Square Hospitality Group. The James Beard Foundation has named him Best Chef in New York City, awarded the Union Square Cafe Outstanding Restaurant of the Year, and inducted him into the Who’s Who of Food and Beverage in America. With Danny Meyer, he is coauthor of The Union Square Cafe Cookbook, which won an award from the International Association of Culinary Professionals, and Second Helpings from Union Square Cafe.
Called “the greatest restaurateur Manhattan has ever seen” by the New York Times, DANNY MEYER is the CEO of the Union Square Hospitality Group which has won an unprecedented 25 James Beard Awards and encompasses such famous restaurants as Gramercy Tavern, Union Square Cafe, and of course, Shake Shack. His business book, Setting the Table, was a New York Times and Wall Street Journal bestseller. And we are excited to have both Danny and Michael at Google New York to discuss their new book FAMILY Table.
Pascale Michaud on Family Enterprise Governance
Pascale Michaud, President, Business Families Foundation, suggests that a family-in-business start with a simple project for all family members, e.g., a community service project, before creating more complex governance structures.
Disruptive Happiness: Mario Chamorro
Mario Chamorro is a Colombian who moved to USA in 2004, where he (kind of) learned english while waiting tables and parking cars as a valet. His good faith ended up earning him a Masters degree in International Affairs from Columbia University.
Flash forward to present day, where he most recently spoke at a Happiness Panel at the UN,he is now considered an international ambassador of Happiness.
How to be a Solutionary – Zoe Weil
Zoe Weil is the co-founder and president of the Institute for Humane Education (www.HumaneEducation.org) and is considered a pioneer in the comprehensive humane education movement, which provides people with the knowledge, tools, and motivation to be conscientious choicemakers and engaged changemakers for a better world. Zoe created the first Master of Education and Certificate Program in Humane Education in the U.S. covering the interconnected issues of human rights, environmental preservation, and animal protection. She has also created acclaimed online programs and leads workshops and speaks at universities, conferences, and events across the U.S. and Canada. She has taught tens of thousands students through her innovative school presentations, and has trained several thousand teachers through her workshops and programs. Zoe’s most recent book, Most Good, Least Harm: A Simple Principle for a Better World and Meaningful Life, won the 2010 Nautilus silver medal in sustainability and green values. She is the author of several other books including Above All, Be Kind: Raising a Humane Child in Challenging Times for parents; The Power and Promise of Humane Education for educators; and Claude and Medea: The Hellburn Dogs, winner of the Moonbeam gold medal in juvenile fiction, which follows the exploits of two seventh graders who become clandestine activists in New York City, righting wrongs where they find them. Zoe received a Master of Theological Studies from Harvard Divinity School and a Master of Arts from the University of Pennsylvania.
Eric Robison: The Unconventional Journey
From accounting, to fashion, and real estate, Eric Robison has maintained a reputation as “the guy who could make magic happen”. Having lived and travelled around the world, Robison has created a career out of successful self-reinvention. Today, he is an award winning Real Estate agent, recognized for his leadership in the community.
Try Relocation Therapy
Relocation therapy is growing in popularity as people are searching for new ways to cope with loss in their lives. Loss of a job, loss of a loved one, or loss of motivation could all be impetus to relocate to another location. People are encouraged to move whenever they are faced with a roadblock in their lives that they cannot overcome. NY real estate agents are helping more people find homes who are moving to New York to cope with a divorce or other life-changing event. Relocation makes it easier for some reason.
Relocate to Make Social Interactions Easier
Many older people relocate to be in a closer knit community where people know one another. One older lady, for instance, traded her New Jersey home to live in Manhattan and be closer to people in her community. Daily, she bumps into people for coffee in Manhattan, but in New Jersey she rarely met anyone. Relocation to a more active community can make it easier to interact with people and feel connected. Purchasing a new home is considered real estate therapy.
Why Should You Relocate?
Relocation is recommended after a nasty breakup. Some people simply cannot bear seeing their former significant other with someone else. Instead of watching your significant other with spend time with someone else, move and allow yourself time to heal.
The positive aspects of relationships can be brought along with people who are relocating, and the negative aspects of the relationship can be left in the home. Most therapists will advise people not to make any life changing decisions until one year after the death of a family member or spouse, but some therapists are beginning to think that some aspects of bereavement and depression can be avoided if people move after someone dies or divorces.
Many people have even moved after a dog dies. This seems odd to some people, but dogs have been integrated in some people’s lives. Some people find that starting over in a new location can help significantly.
Relocation therapy is growing in popularity and is worth exploring with a progressive therapist to determine if it is the right move for you. If it is for you, your life will improve, and you will develop richer relationships that are lasting, and the feelings of depression will subside
This information was written by Ken Torrino, web relations for Elliman, brokers for New York City real estate.
Colin Stokes: How movies teach manhood
When Colin Stokes’ 3-year-old son caught a glimpse ofStar Wars, he was instantly obsessed. But what messages did he absorb from the sci-fi classic? Stokes asks for more movies that send positive messages to boys: that cooperation is heroic, and respecting women is as manly as defeating the villain.
WHY YOU SHOULD LISTEN TO HIM?
Colin Stokes divides his time between parenting and building the brand of Citizen Schools, a non-profit that reimagines the school day for middle school students in low-income communities in eight states. As Managing Director of Brand & Communications, Colin helps people within the organization find the ideas, words and stories that will connect with more and more people. He believes that understanding the human mind is a force that can be used for good and seeks to take advantage of our innate and learned tendencies to bring out the best in each other and our culture.
Before starting a family, Colin was an actor and graphic designer in New York City. He starred in the long-running off-Broadway musical I Love You, You’re Perfect, Now Change, as well is in several musicals and Shakespeare stagings. But he jokes that he seems to have achieved more renown (and considerably more revenue) for his brief appearances on two Law & Orderepisodes.
He who makes no mistakes, makes no progress – Theodore Roosevelt