🔑 Key Takeaways
- Landing your first job may require taking unconventional routes and showcasing your skills and passion, even if it means starting from a lower position.
- Being creative and bold, like reaching out to influential individuals, can open doors to unexpected opportunities and lead to career advancement. Craft compelling subject lines and make a memorable first impression in emails to stand out.
- Starting with small tasks, offering skills for free, and being willing to do anything can lead to opportunities, growth, and the chance to learn from experienced mentors.
- Get straight to the point, establish credibility, prompt questions, offer interesting topics, do your research, provide reasons for a positive response, and approach each opportunity thoughtfully to increase your chances of success.
- Resilience and resourcefulness are essential traits that can lead to alternative routes and solutions, regardless of initial setbacks.
- Overcoming fear and stepping out of your comfort zone can lead to extraordinary experiences and inspire you to pursue your dreams, regardless of the odds.
- Break down your goals into smaller milestones, adapt your skills to different environments, and focus on continuous improvement to pave the way for bigger opportunities.
- Taste and creativity can be developed through exposure, practice, and mentorship. Constraints, such as working with a team or clients, can push individuals to find innovative solutions and lead to bigger opportunities.
- Being proactive and advocating for oneself is crucial in securing desirable opportunities in the advertising industry. Offering to work on projects without formal assignment increases the chances of getting chosen for exciting opportunities.
- Translating client needs and preferences into a brief can inspire the creative team. Incorporating new angles and releasing all creative thoughts leads to refining and producing the best ideas.
- Simplify your message, tap into unexpected sources, and push yourself creatively to create memorable and successful advertising campaigns.
- Prioritize understanding audience needs and provide creative freedom to the team for better outcomes and increased effectiveness.
- Don't let others' opinions deter you from following your creative instincts. Stay true to your vision and don't seek constant validation. Uniqueness may not immediately appeal to everyone, but it can still bring success.
- Making fast decisions and trusting oneself is important in a creative role. Finding a balance between speed and minimizing mistakes, and taking action along the way, can lead to successful outcomes.
- Taking risks and exploring unconventional approaches can lead to fascinating outcomes, even if the initial decision seems wrong.
- Embracing creativity, exploring odd scenarios, and pushing boundaries can lead to unexpected breakthroughs and powerful concepts that resonate with audiences. Trust in the creative process and stay open-minded.
- By stripping down a client's message to its core truth, a world-class agency partner can create impactful communication strategies that capture attention and resonate with the audience.
- Embrace collaboration, act swiftly, and leverage internal resources to seize great opportunities and turn innovative ideas into reality.
- Embracing creativity and taking risks can lead to unexpected success and recognition, even in challenging situations where conventional boundaries may be imposed.
- Confidence, resilience, and learning from past failures are essential for success. It is important to consider the potential impact and not let fear of failure hold you back.
- It is important to recognize when you have accomplished your goal and gracefully exit, as it can lead to personal growth and valuable experiences.
- Explore these resources – "Hey Whipple, Squeeze This," "South Park: Six Days to Air," "Some Kind of Monster," and "Conan O'Brien Can't Stop" – for insights, inspiration, and valuable lessons on the creative industry.
- By exploring different approaches, asking creative questions, taking breaks, and seeking guidance, one can overcome writer's block and find inspiration to navigate the creative process effectively.
- Break tasks into smaller steps, start where you are and use what you have, engage in intense workouts to clear the mind and improve productivity.
- Finding productive outlets for idle time is crucial, whether it's through exercise or diving into books that promote personal development and foster supportive environments.
- Crafting compelling lines, maintaining brand consistency, and capturing impactful ideas are essential in effective communication. Harness the persuasive power of communication and be prepared to capture creative ideas.
- Examining our own response to advertisements can help us understand what elements are most effective in capturing and engaging the attention of potential customers.
- Understanding the power of words is essential for protecting ourselves from manipulation and making informed decisions in today's overwhelming world.
- By thinking creatively and pushing boundaries, it is possible to find solutions to constraints and limitations, leading to successful outcomes and a lasting impact.
- Trust your instincts, take chances, and be open to ideas from unlikely sources. Challenging the status quo can lead to unexpected and positive outcomes.
- Don't let personal battles and frustrations blind you from the strength of your story. Be open to feedback and don't get caught up in the small details.
- Taking chances and believing in oneself while being open to collaboration leads to meaningful work and personal growth.
📝 Podcast Summary
Persistence and Creativity Lead to Career Success
Landing your first job may require persistence and creativity. Chris Beresford-Hill, a renowned creative leader in advertising, started as an unpaid intern at a small ad agency called Modernista. He took the initiative to reach out to them and convinced them to let him work for free. Despite not being hired immediately, he made the most of his internship by writing website copy for General Motors. He had a clear vision of what he wanted to achieve and continued to pursue opportunities. This story highlights the importance of taking unconventional routes and finding ways to showcase your skills and passion, even if it means starting from a lower position.
Seizing Unexpected Opportunities: One Intern's Journey to Success
Taking a creative and bold approach, even as an unpaid intern, can lead to unexpected opportunities. Chris Beresford-Hill's decision to reach out to Mark Cuban, a well-known billionaire, with a clever ad idea not only caught his attention but also resulted in Cuban granting permission to run the ad. This experience showcased Chris's problem-solving mindset and creativity to his boss, which led to a job offer. It emphasizes the power of thinking outside the box and being proactive in pursuing opportunities, even if they may seem unlikely. Additionally, it highlights the importance of crafting compelling subject lines and making a memorable first impression in emails.
The Power of Starting Small and Being Willing to Do Anything
Starting out with small tasks, being willing to do anything, and offering your skills for free can lead to opportunities and growth. Chris Beresford-Hill began as a copywriter with nothing to offer and offered to write on accounts in his spare time. He started by getting coffee but eventually worked his way up to more creative tasks. He emphasized the power of doing the small things that others may consider beneath them, acknowledging that luck also plays a role in finding the right fit. His experience at Modernista introduced him to a boss with great taste, which helped shape his own taste and standard for creative work.
Crafting a successful email pitch: Get straight to the point and establish credibility, prompt questions, offer interesting topics, do your research, make it easy to say yes, and approach each opportunity thoughtfully.
Crafting a successful email pitch involves getting straight to the point and establishing credibility early on. It's important to capture the recipient's attention by prompting questions and offering topics of interest. This means doing your research and understanding the audience you're pitching to. Additionally, making the pitch easy to say yes to by providing reasons for a positive response can significantly increase your chances of success. Keep in mind that while a well-crafted email can be effective, it's important to note that this approach isn't a guarantee and shouldn't be overused. It's crucial to strike a balance and approach each opportunity thoughtfully.
Perseverance and Creative Problem-Solving: Unlocking the Power of Thinking Outside the Box
The work we do and the skills we acquire are never wasted, even if our initial efforts don't yield the desired result. As Tim Ferriss and Chris Beresford-Hill discuss father-son trips and a memorable experience at Universal Studios, it becomes clear that perseverance and creative problem-solving are key. Chris's father, despite not having the means to buy expensive tickets, found an alternative solution by attending a timeshare meeting and earning free passes. This exemplifies the power of thinking outside the box and finding alternative routes to achieve our goals. It's a valuable lesson in resilience and resourcefulness that can be applied to various aspects of life, whether work-related or personal.
Embracing Fearlessness and Chasing Passions
Chris Beresford-Hill's upbringing and experiences have shaped him into a person who doesn't let his circumstances define his path in life. Despite being a shy and small kid who frequently moved, he developed a fearless and audacious attitude. This led him to chase his passions, even if it meant taking risks and going against the norm. From sneaking into a Knicks practice to shooting hoops with NBA players, to relentlessly calling the Image Comics office in hopes of speaking to Rob Liefeld, Chris didn't let fear or doubt hold him back. His desire for extraordinary experiences and willingness to step out of his comfort zone are lessons that can inspire us all to pursue our dreams, no matter the odds.
Achieving Success through Incremental Progress and Adaptability
Chris Beresford-Hill recognized the importance of incremental progress and aligning his goals with his current capabilities. Instead of aiming for immediate success or big achievements, he broke down his dreams into smaller, achievable milestones. This approach allowed him to focus on continuous improvement and gather a body of work that would eventually lead to bigger opportunities. It also taught him the value of adapting his writing style to fit the needs of different clients and projects. This flexibility and willingness to learn from different creative environments ultimately played a crucial role in his success in the advertising industry, particularly when he joined the highly respected agency, Goodby Silverstein.
Cultivating Taste and Creativity: How Constraints and Guidance Play a Role
Taste and creativity can be cultivated and developed over time. While some people may believe that taste is inherent and cannot be taught, the reality is that it can be learned through exposure, practice, and the guidance of mentors. The Modernista style, characterized by its cool and succinct writing, taught Chris Beresford-Hill the importance of finding a unique voice and writing in a way that resonates with clients. Later, at Goodby, he realized that taste and skills were merged, and that creativity could thrive within constraints. This conversation highlights the value of having constraints, such as working with a team or clients, and how they can push individuals to find innovative solutions. Building a portfolio that reflects one's passions and attracts bigger opportunities is a process that takes time and dedication.
Proactivity and self-advocacy in the advertising industry
In the advertising industry, it's important to be proactive and take control of your own destiny. Chris Beresford-Hill's journey highlights the need to seek out new opportunities and challenge oneself creatively. Rather than settling for the status quo, he actively pursued the chance to work on a Super Bowl ad by expressing his interest and dedication to the project. This demonstrates the importance of being proactive and advocating for oneself in order to secure desirable assignments or clients. Additionally, Chris's approach of making it an easy yes for the creative lead by offering to work on the project without formal assignment simplifies the approval process and increases the chances of getting chosen for exciting opportunities.
Asking Questions and Exploring Perspectives for Successful Creative Ideas
Asking targeted questions and exploring different perspectives can lead to more successful creative ideas. Chris Beresford-Hill learned the importance of translating the client's needs and preferences into a brief that would inspire the in-house creative team. By asking a simple question about what could make the client like it even more, he uncovered a new angle involving peanuts as a source of energy. By incorporating this idea into his scripts, he made the ads more appealing and gained an advantage in the approval and production process. Additionally, Beresford-Hill emphasized the importance of releasing every possible thought and tricking oneself into coming up with more ideas, even if it means "vomiting" all the raw creative material. This process allows for self-sifting and refining until the best ideas emerge.
Unconventional inspiration and clever execution in advertising
Great advertising ideas are often born out of a rational strategy brought to life in unexpected and memorable ways. Chris Beresford-Hill's creative process involves forcing himself to make sense of seemingly nonsensical concepts, starting with a sentence or idea and pushing himself to finish it. He takes inspiration from unconventional sources and taps into the power of surprise and connection to create captivating campaigns. Additionally, he emphasizes the importance of simplicity and clarity in conveying the message to the audience. Good clients and effective research approaches involve focusing on understanding and communicating the essence of the idea rather than seeking approval or feedback on the surface level. Ultimately, successful advertising hinges on combining a straightforward concept with imaginative execution.
Shifting the focus from desires to outcomes in feedback and input
When asking for feedback or input, it's important to focus on what the audience is getting from it rather than asking them what they want. This approach avoids simply mirroring their desires and allows for unexpected ideas and innovation. It's similar to the advice that if people point out something is wrong, they're usually right, but when they suggest how to fix it, they're often wrong. Gut instincts play a significant role in decision-making, so it's vital to consider the valuable insight provided by the audience. Additionally, giving creative freedom to the team and trusting their expertise can lead to better results and increased effectiveness.
Trusting Your Instincts and Staying True to Your Vision
Feedback and opinions from others should not always dictate our own beliefs and decisions. Chris Beresford-Hill, an advertising professional, shares his experience of creating an ad that initially puzzled people, but he trusted his creative instincts and didn't let it bother him. He realized that the uniqueness and originality of his work might lie in the fact that it didn't immediately appeal to everyone. This taught him the valuable lesson of staying true to his vision and not constantly looking back or seeking validation. Ultimately, the ad received positive responses, ranked number one by Ad Age, and increased sales. It serves as a reminder that our inner circles may not always represent the broader audience's opinion.
The Power of Fast Decisions and Taking Action
Making fast decisions and taking action is crucial for creating progress and facilitating forward motion. David, the leader mentioned in the conversation, never inhibited progress and always empowered his team to move forward. He didn't waste time on overthinking or involving more people in the decision-making process. This approach resulted in the agency being one of the most awarded in the world. The ability to make fast decisions and trust oneself is important in a creative role. It's all about finding a balance between speed and minimizing mistakes, understanding that not every decision is mathematical and subjective. Time can often slow things down and drain energy, so taking action and making adjustments along the way can lead to successful outcomes.
The Beauty of Exploring Non-Linear and Unconventional Approaches
Taking too much time can have detrimental effects on deals, momentum, and energy. When people are involved and things need to be taken offline temporarily, it's important to recognize that their engagement and productivity may decrease during the break. Surprisingly, sometimes the wrong decision can ultimately become the right one. A prime example is the case of a Mountain Dew Super Bowl ad. Initially, the idea focused on promoting the taste of Mountain Dew zero sugar with the concept of an "impossible taste." However, a more audacious idea emerged: creating an ad featuring Daniel Day Lewis without his knowledge. The plan included live-streaming his reaction and even having Will Ferrell step in if necessary. Although this idea was never executed due to potential legal implications, it highlights the beauty of exploring non-linear and unconventional approaches that often lead to fascinating outcomes.
Embrace Creativity: Unconventional Paths and Outside-the-Box Thinking
Staying creative and embracing a sense of playfulness can lead to successful and impactful ideas. The conversation between Chris Beresford-Hill and Tim Ferriss highlights the importance of taking unconventional paths and thinking outside the box. The process of exploring different scenarios, even if they seem odd or unrelated, can often lead to unexpected breakthroughs. It's crucial to allow oneself to go on a "weird journey" and trust in the creative process. Additionally, the feeling of being slightly naughty or pushing boundaries can serve as a valuable indicator that you're on the right track. By staying open-minded and embracing experimentation, one can create powerful, attention-grabbing concepts that resonate with audiences.
The Power of a World-Class Agency Partner: Distilling Messages to Their Essence
A world-class agency partner plays a crucial role in reducing and distilling a client's message to its most compelling core truth. Instead of adding more information and overstating the product or service, the agency helps strip it down to what truly matters. It's about finding the one magical bit that captures attention and resonates with the audience. Examples like "Got Milk" and "A thousand songs in your pocket" demonstrate the power of reducing messaging to its essence. The art of editing and simplifying is what sets great executions and ads apart from the rest. This approach allows for a focused and impactful communication strategy that can effectively convey the benefits of a product or service.
Maximizing Opportunities Through Collaboration and Swift Action
When presented with a great opportunity, it's important to give it your all and go above and beyond. The example of the advertising team's meeting with Adidas showcases the power of a full court press approach and the benefits of bringing the creative team into the initial discussions. The team's intention to land a brief together highlights the importance of collaboration and covering more ground in a room. Another key lesson is the need to act swiftly and seize the moment, as time can kill a deal and allow doubts to creep in. By taking action and using internal resources, the team was able to make progress and bring their innovative idea to life.
Taking risks and defying boundaries in creativity
Sometimes taking risks and standing by your creative ideas can lead to remarkable outcomes. Chris Beresford-Hill faced a challenging situation where his client demanded only Adidas shoes be used for a campaign. Despite knowing the potential consequences, he lied and proceeded with a diverse selection of shoes, creating a truly unique concept. The result was awe-inspiring and gained significant attention from various publications and sneaker enthusiasts. This bold move not only showcased innovation but also earned the client recognition and inclusion in juries evaluating the biggest brand ideas of the year. The key lesson here is that sometimes, defying conventional boundaries and embracing creativity can yield unexpected success and recognition.
Embracing Risks and Learning from Failures
Taking calculated risks and learning from failures is key to success. Chris Beresford-Hill's discussion with Tim Ferriss highlights the importance of making confident decisions and navigating through potential worst-case scenarios. While it might feel lonely and uncertain at times, it is essential to have confidence in your ideas and the ability to see the potential upside. However, it is also crucial to consider the impact of these decisions on others and ensure that they don't hurt anyone in the process. Failure is inevitable, but it shouldn't deter you from continuing to swing big and take chances. It's important to have a short memory and learn from past failures to move forward and achieve success.
Knowing when to leave can lead to growth and learning.
Sometimes it's important to know when to exit a room once you've achieved what you set out to do. During a presentation to the Napster board, the client shared their strategy and then introduced the idea of crasher.com. However, before the client could finish, the chairman of the board interrupted and firmly shut down the idea. This experience taught Chris Beresford-Hill a valuable lesson: if you have accomplished what you needed to, it's best to make a graceful exit and not linger. This lesson has served him well and has been applicable to many situations. Furthermore, this rejection ultimately put him on the path of gradual growth and learning, which he appreciates in hindsight.
Valuable Resources for Creatives
There are valuable resources available for those interested in the creative industry. One such resource is Luke Sullivan's book, "Hey Whipple, Squeeze This," which offers a comprehensive guide to advertising and the various roles within an agency. It provides insights into headline writing assignments, the creative process, and the importance of effective communication in advertising. Another valuable resource is the documentary series "South Park: Six Days to Air," which showcases the pressure and challenges faced by the show's creators in producing quality content on a tight timeline. Additionally, the Metallica documentary "Some Kind of Monster" offers a compelling study on high-performing team dynamics in a creative setting, while "Conan O'Brien Can't Stop" showcases the dedication and passion necessary to thrive in the creative field. These resources serve as inspiration for aspiring creatives and provide valuable insight into the industry.
Overcoming Writer's Block and Finding Inspiration Through Creative Tricks and Personal Care
Overcoming writer's block or feeling overwhelmed requires creative trickery and self-awareness. Chris Beresford-Hill highlights the importance of exploring different approaches and perspectives to generate ideas. By asking questions like "What would my favorite movies or directors do?" or "What's the absolute wrong thing to do?", creativity can be sparked. It's uncomfortable and challenging, but pushing through that discomfort leads to a treasure trove of fresh ideas. Additionally, when feeling overwhelmed or unfocused, it's crucial to take care of oneself. Recognizing personal limitations and the need for rest and sleep is essential for maintaining endurance and avoiding burnout. Remembering the wisdom found in books like "Bird by Bird" can also offer guidance and inspiration to navigate the creative process effectively.
Breaking tasks down and finding empowerment in the littlest bit.
It's important to break tasks down into smaller, manageable steps. Chris Beresford-Hill mentions how his imaginary father encourages him to take things "bird by bird," granting permission to focus on the littlest bit rather than the daunting totality. Similarly, he highlights Arthur Ash's advice to "start where you are, use what you have, do what you can," emphasizing the empowerment in recognizing that you're in a good enough spot and off the hook for anything more. Additionally, Chris finds that engaging in intense workouts, like the Tone House gym, provides a meditative outlet, allowing him to burn off anxiety and stay focused throughout the day. Taking on challenging physical activities can help clear the mind and improve productivity.
Occupying idle cycles: From drawing in class to finding the right books for personal and cultural growth.
Finding ways to occupy idle cycles is crucial, especially for kids in school. Chris Beresford-Hill shared his experience of getting bored in class and resorting to drawing to keep occupied. While he did well academically, many other smart kids ended up getting into trouble or involved in drugs because they didn't know how to consume their idle cycles. Tim Ferriss adds that exercise is an excellent way to occupy those cycles. Furthermore, they discuss the book "The Easy Way to Quit Smoking" by Alan Carr, which has been a game-changer for many people struggling with addiction. Another recommended book is "The Culture Code" by Daniel Coyle, which explores high-performing cultures and provides insights on creating a supportive and productive environment. These books can be beneficial for both individuals and leaders looking to understand and improve their own cultures.
The Power of Communication and Messaging in Influencing Decisions and Actions
Communication and messaging have a powerful impact on our decisions and actions. Tim Ferriss and Chris Beresford-Hill discuss how a simple post from a restaurant owner convinced Chris to become a loyal customer. This highlights the importance of crafting compelling lines and subject headings in advertising or even in everyday communication. It also emphasizes the significance of maintaining a strong brand message and delivering it consistently. Furthermore, Chris admits to missing out on capturing these impactful ideas and acknowledging the importance of keeping a notebook or using digital tools to document them. This takeaway reminds us to pay attention to the persuasive power of communication and to find ways to capture and harness creative ideas when they arise.
The Art of Grabbing Attention in Marketing.
Understanding what grabs our attention is crucial in any type of marketing or advertising. Tim Ferriss shares his experience of studying advertisements and infomercials to figure out what made him buy a product. He would save ads, take notes, and even record videos to analyze what compelled him to make a purchase. Through this process, he learned the importance of headlines, art direction, and composition in capturing attention. Whether it's a bold visual, a catchy tagline, or a cluttered design, marketers need to find the right balance to stand out and engage potential customers. By studying what catches our own attention, we can apply those insights to create effective marketing strategies.
The Power and Impact of Words
Words have a powerful impact on our minds and behavior. Whether you're a writer, advertiser, or just a regular person, understanding the power of words is crucial. Through words, we can create compelling ads, build businesses, and even manipulate others. Tim Ferriss emphasizes the importance of studying words for defensive purposes, as we are constantly exposed to advertising and communication that can easily manipulate us if we're not aware. By understanding how words can shape thoughts and behavior, we can protect ourselves from manipulation and make more informed decisions. As technology advances and personalization becomes more prevalent, it's crucial to become better at defense and recognize the impact of words in an increasingly overwhelming world.
Embracing Creativity and Overcoming Constraints
Being creative and thinking outside the box can lead to successful results, even when faced with constraints and limitations. The key is to push against the boundaries and come up with ideas that are innovative and impactful. While budget and legal considerations may initially seem like roadblocks, if the idea is good enough, there is always a way to find the necessary resources. Additionally, presenting extra ideas and showcasing what is within the realm of possibility can open doors and generate goodwill with clients. By challenging the status quo and bringing forth bold and unconventional ideas, it is possible to achieve great success and make a lasting impact.
Taking risks and trusting your instincts can lead to unexpected success.
Taking risks and going against the expectations of others can lead to success. Despite being told that their idea was too complicated and would cost too much, Chris and Dan decided to pursue it anyway. They presented their unconventional idea to a client and it was immediately loved and accepted. This experience teaches us that sometimes you have to trust your instincts and take chances, even if others doubt you. It also reminds us that great ideas can come from unlikely sources and that it's important to listen and gather insights from the front line. Don't be afraid to challenge the status quo and pursue bold ideas, as they may pay off in unexpected ways.
The Power of Stepping Back and Reassessing
It's important to step back and assess whether the things we think matter truly do. This lesson was learned through a challenging ad project where the team was caught up in personal battles and lost sight of the story. Despite their negative experiences, the ad ended up resonating with viewers and garnered millions of views. The team realized that their egos and frustrations had caused them to lose faith in the project, missing the fact that the story was still strong. This serves as a reminder to not get caught up in the small details and to be more open to feedback and suggestions. It's a valuable lesson that applies not only to work but also to life.
Embracing possibilities and collaboration for a creative life.
Life is about seeing what's possible and living with creativity and curiosity. Instead of following a routine or sticking to a plan, it's important to take chances, believe in yourself, and try new things. This mindset allows us to fully express ourselves and explore the limitless potential that life has to offer. Whether it's pursuing a career in advertising or any other creative field, it's crucial to surround ourselves with talented people who can inspire and collaborate with us. By embracing the possibilities and being open to collaboration, we can overcome isolation, broaden our horizons, and create meaningful work that resonates with millions of people.