Current state of advertising: persuade vs promote

Utter joy sitting down with the G.O.A.T 🐐 Sir John Hegarty

John served up a pithy, profound Sales, Marketing & Creativity Masterclass.

I always listen back to poddys for my own learnings —

Scribbled down 22 pieces of delicious wisdom (another 17 are on the cutting table 😂)

So, so, SO much value in this one.

You’re gunna love it ❤️

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💡 THE LESSONS
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🎭 Charles Saatchi’s Power of Illusion Rule — “Make people believe in your idea quickly through illusion and reputation.”
🧠 Charles Saatchi’s Creative Leadership Rule — “Make everyone you work with believe they can get better.”
🎨 Why Michelangelo was the first great media director — “Context is EVERYTHING in advertising.”
🗣️ How To Sell Any Idea in The World — “Language is the greatest barrier to communication.”
🌧️ Creativity needs bad weather — constant dissatisfaction = great creative work.
⚡ Great ideas SHOULD make people feel uncomfortable.
💬 Creativity is always an expression of self.
👤 The more interesting self is, the more interesting your work is.
📚 If you want to write a book for 10 million people, write a book for yourself.
🪞 Advertising is incredibly simple, but profoundly deep.
🧩 Always write something simple BUT when it enters someone’s head, it unfolds into something profound.
🎸 Rolling Stones & Beatles Creativity Rule — accept every piece of work won’t be genius.
📢 Brands must Persuade AND Promote (but we’ve lost the art of persuasion).
📈 John’s Rules of Marketing and Human Nature — Access, Speed, Future.
💭 Definition of an Idea = a mental thought or plan made with EFFORT.
🎯 Advertising is 80% ideas and 80% execution.
🪞 At the core of creativity is truth, and truth is the meaning of life.
🐒 Creativity is the only thing that separates humans from animals.
⏳ You don’t need a 5-year plan, you need a 5-minute plan.
🔥 Do something great today, that gives you the right to be here tomorrow.
🚫 Good is the enemy of great.
🌍 In humankind, principles remain — practices change.
🧒 Childless vs childlike: Never lose the childlike ability to stay connected and have fun.
🔮 There are no facts on the future.

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👇 Full list of more vital learnings from the conversation below.

Cannae wait for you to listen to this puppy 🐶

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This episode was edited by:
G.Thomas Craig (https://www.linkedin.com/in/gthomascraig/)

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