IF YOU’RE NOT MAKING TROUBLE YOU’RE NOT MAKING MUCH

When Terry Leahey was 23 he joined Tesco as a junior marketing executive.
By age 36 he was on the board.
Largely because of what he’d done, Tesco became the largest retailer in the UK.
At age 39 he was made CEO.
At age 44 he was voted the UK’s Businessman Of The Year.
The year after that, he was named European Businessman Of The Year.
The year after that, Tesco recorded £2 billion annual profit.
By the time he retired, aged 54, Tesco was the third largest retailer in the entire world.
One pound in every eight spent in the UK was spent in Tesco.
This is the advice Sir Terry Leahey recently chose to pass along:
“Be more tolerant of the difficult people.
They’re the creative ones.
They’re not happy with the status quo”
So one of the most successful businessmen we’ve ever had recommends we learn to value troublemakers.
Of course he does.
People who are satisfied will never change things.
All change comes from dissatisfaction with the way things are.
Every artistic movement, every scientific discovery, every business innovation starts with a desire to change.
Helmut Krone was one of the greatest art directors ever.
He did two of the most important campaigns in the entire history of advertising.
Volkswagen and Avis.
Helmut Krone said “My entire life has been a fight against logos. A logo says ‘I’m an ad, turn the page.”
I recently read something that I never knew.
The Avis campaign has no logo.
Not on any of the ads.
All these years I’ve admired it and I never noticed.
Helmut Krone said “I said to the copywriter, put the name Avis in every headline, that way we don’t need a logo.”
And I just checked and it’s true.
The name is in every headline and there isn’t a logo.
Genius.
That’s a man who isn’t satisfied with the way things are.
Everyone else accepted that an ad must always consist of 4 elements.
Picture. Headline. Copy. Logo.
Every other advertising person accepted it unquestioningly.
Until Helmut Krone questioned it.
And Helmut Krone did the advertising that helped turn Avis into a $12 billion company.
Think about Helmut Krone and Terry Leahey the next time you do something unquestioningly.
The next time you must have five alternative campaigns to show the client.
Instead of just one brilliant campaign.
The next time you double-guess the client and change the ad before he sees it.
The next time your goal is not to make waves.
Not to upset anyone.
Not to be unreasonable.
Not to go against the accepted way that everyone does things.

Because according to Sir Terry Leahey, you’re not creative.

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