24 lessons from the advertising G.O.A.T - Sir John Hegarty

Yes, yes people!!

hope you’re grand?

Hope the first week back hasn’t been like swimming through hot, thick, gloopy drudgery?!

Sometimes I go into the New Year feeling sluggish AF.

One of the best poddy’s I’ve ever recorded was with advertising LEGEND Sir John Hegarty.

I recently plopped the garrulous chinwag back into my ear lobes, it’s littered, nay, pregnant with oh, so much gorgeous glistening gold.

Here are John’s Rules on living a great, creative life.

Read em’ slowly.
Let em’ sink in.
They’re bewilderingly delish.

1. Charles Saatchi's the Power of Illusion Rule: "make people believe in your idea quickly through illusion and reputation"
   

2. Charles Saatchi's Creative Leadership Rule: "make everyone you work with believe they can get better"
   

3. Why Michael Angelo was first great media director… "context is EVERYTHING in advertising"
   

4. How To Sell Any Idea in The World: "language is the greatest barrier to communication"
   

5. Creativity needs bad weather… constant dissatisfaction = great creative work
   

6. Great ideas SHOULD make people feel uncomfortable
   

7. Creativity is always an expression of self
   

8. The more interesting self is, the more interesting your work is
   

9. If you want to write a book for 10 million people, write a book for yourself
   

10. Advertising is incredibly simple, but profoundly deep
    

11. Always write something simple BUT when it enters someones head, it unfolds into something profound and deep.
    

12. Rolling Stones & Beatles Creativity Rule: accept every piece of work won't be genius
    

13. Brands must Persuade AND Promote (but we've lost the art of persuasion)
    

14. John's Timeless Rules of Marketing and Human Nature: Access, Speed, Future
    

15. Definition of an Idea = a mental thought or plan made with EFFORT
    

16. Advertising is 80% ideas and 80% execution
    

17. At the core of creativity is truth, and, truth is the meaning of life
    

18. Creativity is the only thing that separates humans from animals
    

19. You don't need a 5 year plan, you need a 5 minute plan
    

20. Do something great today, that gives you the right to be here tomorrow
    

21. Good is the enemy of great
    

22. In Humankind principles remain, practices change
    

23. Childless vs childlike: Never lose the child like ability to stay connected and have fun
    

24. There are no facts on the future

Deeply implore you to watch this on YouTube. Please subscribe and all that.

Have a wonderful weekend

Popey xx

Still Hungry? Course you are…

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4. How Grenade Exited to Mondelez for £200 Million and Lessons in Unapologetic Authenticity- Juliett Baratt

5. Tyrells Tycoon: How William Chase built and sold Tyrells for £50 million and sold Chase Distillery to DIAGEO 

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