Wizard of Ads Monday Morning Memo

I grew up believing that everyone had equal opportunity, and what we made of that opportunity was up to us. I believed I was the product of my choices, and you were the product of yours. People struggled only because they made bad choices.I continue to believe in the vital importance of individual choice.But we are not offered the same choices.These days, when I look at my own modest accomplishments, I see them as byproducts of my natural skillset, my interests, my circumstances, my opportunities, and my friendships. I don’t think of myself as “a winner” or “a loser.” I think of myself as a writer.I no longer see life as a game played against others. Have you ever known a person who saw everyone as either “a winner” or “a loser?” I have walked with such people and heard their secret song:“Get all you can.Can all you get.Sit on the can.Poison the rest.”I blame Charles Darwin. Wasn’t it he who told us we are animals? If you believe in this survival-of-the-fittest, “predator and prey” concept of humanity, then Bernie Madoff and Jeffrey Epstein did nothing wrong. Winners are predators. Losers are prey. The weak are food for the strong.Let me make this clear: a healthy human mind is not the mind of a predator, or of prey. The sociopath and the psychopath have the mind of a predator. And the person with “a victim mentality” has the mind of prey.I believe you and I have a higher purpose.Most of us go through a Survival phase where we’re just trying to make ends meet. We have to keep gas in the car, food in the pantry, a roof over our heads, and “Oh god, is that insurance premium due again?”Ever been there?If we are lucky, we later move into an Acquisition phase in which we acquire more money, a nicer home, a better car, and take actual vacations. This Acquisition phase is often ornamented with accomplishments and recognition.If you create ad campaigns, you must understand the difference between the motives of customers in the Survival phase and their motives in the Acquisition phase.The most emotionally healthy among us move into a Distribution phase which is marked by a sort of reverse bucket list. We no longer focus on what we can acquire. Our attention is turned toward what to do with what we’ve got.Emotionally healthy people want to make the world a happier place.It has been my observation that sociopaths, psychopaths and narcissists never move beyond the Acquisition phase. Every breath is a hungry gasp for more wealth, power, and fame in the secret hope they might establish a dynasty. People who never move beyond the Acquisition phase of life tend to become increasingly predatory. Every unpleasant task is “someone else’s job.”“You can judge a man’s ethics by the condition in which he leaves a public restroom.”– Fred EisenbergNoblesse oblige is the inferred responsibility of privileged people to act with generosity and nobility toward those less privileged. Bill Gates and Warren Buffet have a strong sense of it. Most billionaires do not.In a future, perfect world, those whose natural skillsets, interests, circumstances, opportunities, and friendships elevate them to wealth and power will focus their minds on the creation of jobs for those among us who simply need someone to believe in them.Sadly, we don’t live in a perfect world. In our world, the first obligation is to the shareholders. “Maximize profits.” If there is a second obligation, it is not immediately clear to me.I have noticed that men often tell the truth when they are at the end of their days.The Biblical book of Ecclesiastes is the memoir of Solomon as he approached the end of his life.John Huey sat at the dying bed of Sam Walton. The remarkable book that emerged from those 2 weeks was Sam Walton: Made in America.Lee Iacocca wrote Where Have All the Leaders Gone?John Steinbeck wrote Travels with Charley.And James Michener wrote This Noble Land.Few of us receive a warning that the end is drawing near. But if you do, what advice will you leave for the next generation that will occupy this planet?Roy H. Williams

The Eye of the Storm in the tower at Wizard Academy, under construction in 2009.We are feeling unsettled again.And when I say we, I don’t mean me, I mean all of us.Unsettled feelings are ominous.We are acting as though we have heard the four notes of the Dies irae, that ominous musical phrase* that has signaled impending tragedy for the past 800 years. Being thus unsettled, we are making big decisions with too little information and those decisions will have consequences.Unsettled lions like you and I are dangerous.I’ll not speculate on the specific causes for our feelings of unsettlement, for I suspect we have many different reasons.We were first unsettled on 9/11 when we saw the unhappenable happen.We became unsettled again in 2008 when we were betrayed by Enron and Worldcom and Bernie Madoff and subprime mortgages.I agree with what Leonard Pitts wrote in 2006.“We often talk about Hurricane Katrina and 9/11 in terms of failures: failures of intelligence, failures of planning, failures of communication. But these catastrophes were first and foremost failures of imagination. Did we know that a major hurricane could destroy New Orleans? Yes: it was even part of the tour guides’ spiel. Did we know terrorists wanted to bring down the World Trade Center? Yes: they made a credible attempt in 1993. And what did we do with what we knew? Nothing. Some disasters, I think, are so big and so awful they are literally beyond our power to conceive. So, we dismiss them out of hand, retreat to the ‘knowledge’ that a thing can’t happen because, well, it just can’t.”– Leonard Pitts, July 6, 2006Leonard Pitts was obviously feeling unsettled when he wrote that.We feel unsettled when our beliefs are crushed.“Belief is about collecting ideas and investing in them. Faith is about having your ideas obliterated and having nothing to hang onto and trusting that it’s going to be all right anyway.”– Barbara HallI appreciate Barbara Hall’s perspective.Tragedy is the arrival of the unexpected bad.Serendipity is the arrival of the unexpected good.I say we should begin looking for the unexpected good.What do you say?To prepare for the unexpected bad is to be cautious, and there is nothing wrong with that. But to anticipate the unexpected good is to be hopeful. And that’s okay, too, isn’t it?“If you want to believe in something, then believe in it. Just because something isn’t true, that’s no reason you can’t believe in it… Sometimes the things that may or may not be true are the things a [person] needs to believe in the most.”– Hub McCann, Secondhand LionsI write these words to you because I’m seeing solid people make dicey decisions because they are feeling unsettled. They are changing what they can because they are feeling frustrated by what they cannot change.I believe in miracles, but most miracles happen slowly. “There’s magic in the world. There is. People will tell you there isn’t—they just want you to get back to work and be quiet and not ask questions. These are people who don’t know where to look, or who were not blessed with eyes that could see magic. Magical eyes. If you have them, develop them.”– Tennessee WilliamsDo you still believe in miracles? Do you have eyes that can see sparkling magic in the air all around you?Serendipity is the arrival of the unexpected good.I think I hear it twinkling just ahead.Roy H. Williams

We eat food every day and we drive cars every day. But food purchases happen on a short purchase cycle and car purchases happen on a longer one.How often does the average citizen purchase the product or service you sell?The purchase cycle of your product determines how quickly your ads will start working.Food and entertainment have short purchase cycles. This is why ads selling food and entertainment can generate big results quickly, even when the advertiser is new and unknown.But to make things happen on a long purchase cycle, you must become the company customers think of immediately and feel the best about.Air conditioning systems and engagement rings have long purchase cycles.I’ve learned not to discuss purchase cycles in public forums because at least one marketer will immediately get red-faced and say, “But people buy air conditioning systems and engagement rings every day. My advertising is aimed at the people who are in the market for those products right now.”This is their logic: “When a person is ready to buy a product, they’re going to go online and do some research. This is the zero moment of truth. Show up BIG in that moment and you will dominate your product category.”I agree that people are going to go online. Google is the new phone book and social media allows us to hear from customers who have already purchased the product. But it is foolish to believe that customers enter this “zero moment of truth” without prejudices, preferences, and predispositions.330 million Americans will purchase 2 million engagement rings this year. This means that 1 American in 165 will buy an engagement ring.But a year has 365 days.This means that just 1 American in 60,225 will purchase an engagement ring today.In a long purchase cycle, you must win the hearts of tomorrow’s customers with a memorable message – relentlessly repeated – and then wait for them to need what you sell.Use the seductive repetition of extremely cheap advertising to reach tomorrow’s customers along with all their influencers. Purchased wisely, mass media can reach the same individual 3 times each week, 52 weeks a year, for about 40 cents.156 repetitions of a 60-second ad will be heard by that individual this year.Did you hear the part about the 40 cents?$40,000 a year gives you top-of-mind awareness with about 100,000 people.Calculate the percentage of the public you can afford to reach, never forgetting that three-times-a-week repetition is essential if you want to become a household word. Don’t reach 100% of your city and convince them 10% of the way. Reach 10% of your city and convince them 100% of the way.Advertise the why. Wait for the when.The longer you do this, the better it works.You’ll gain momentum, year after year.Your online conversion rates will skyrocket.Your online costs of marketing will plummet.You’ll deepen your relationship with customers, year after year.They will develop a strong predisposition toward you.They will feel like they know you.They will consider you an ally and a friend.Marketers who subscribe to Google’s theory of the “zero moment of truth” are sprinters. They believe in waiting until the customer is actively, consciously, currently in the market for the product. Sprinters make decisions on a short time horizon. I think of them as “twitchy little bastards.”If your category has a long purchase cycle, I suggest that you embrace the inevitable time horizon.Become a long-distance runner.Fly the flag of Team Tortoise.Roy H. Williams

“You train them, remind them, and incentivize them, but they still don’t do what you trained them to do.” This is what business owners say to each other about employees.Can you relate to it?Frances Frei is a famous professor at Harvard Business School who advises senior executives who are embarking on large-scale change initiatives in the hopes of achieving organizational transformation. Professor Frei tells these executives, “You cannot change a person’s behavior until you first change their beliefs.”Frances called me a few years ago when she was about to publish her book, “Uncommon Service: How to Win by Putting Customers at the Core of Your Business.”Beliefs drive behavior.I was first exposed to this idea 18 years ago when Paul Schumann attended Wizard Academy. Paul spent 30 years at IBM as a futurist. Like Professor Frei, his specialty was “forecasting potential future scenarios, and creating innovative strategies for competitive advantage.”When I asked Paul to share a few insights from his rich experience, he warned us of the dangers of “corporate cultural inertia.” Unfamiliar with that term, I asked Paul to give us an example. His answer startled me. He said, “You can win the full support of everyone at the C-level – CEO, COO, CFO, CMO, all of them – and then be brought to your knees by middle managers who simply choose not to implement what they have been told to do. In a big company, culture eats strategy for breakfast.”“Can you introduce me to Dewey Jenkins? I’d love to meet him.”This is a question I’m asked at least once a week, usually by the owner of another big company.“I’m sorry, but no. I have, however, convinced Jonathan Bancroft to write a book that will contain the answers to every question you’d like to ask Dewey. I’ll give you a heads-up when that book is about to be published.”The first printing of that book, “Mr. Jenkins Told Me…” was 30,000 copies. Almost 28,000 of those have already been sold and the book has only just been released.The average business book sells just 5,000 copies in the life of the book. “Mr. Jenkins Told Me…” is not the average business book.Jonathan Bancroft went to work for Mr. Jenkins 21 years ago as a technician’s helper/trainee. A few years ago, he became president of the company.I can’t arrange for you to speak with Dewey Jenkins, but you’re only a few clicks away from the answers to every question you’d like to ask him.You’re wearing the ruby red slippers, Dorothy, and you’ve been told how to finally achieve the one thing you’ve been trying to do since the movie began.Are you going to begin clicking? Or do you want to go back to fighting those flying monkeys?Roy H. Williams

For more insightful comics visit xkcd.comMy strange education was purchased with tens of millions of dollars of other people’s money.This is how it happened. When I turned 20, I spent the next 2 years asking business owners 3 questions:“Have you ever done any advertising that you felt really worked? Tell me about it.”“Have you ever been excited about an advertising plan that you later felt was a waste of money? Tell me about it.”“Are you still doing the thing that you felt really worked? Why not?”I crafted those questions because the things I was being taught about advertising made no sense to me.When a 20-year-old says he is “studying advertising” and asks if you will share your observations and experiences with him, most people are happy to do it. Within two years, the advertising mistakes everyone was making became blazingly obvious.Most people had followed the same logical path to arrive at the same wrong answer.We study successful businesses because we believe we can become successful by doing what they did. We ignore failures in the foolish belief that they have nothing to teach us.When failures become invisible, the seductive mistakes that caused those failures become invisible, too. This is why everyone tends to make the same mistakes in advertising.Important lessons are learned from failure, not from success.As a young man, I harvested the lessons of hundreds of business owners whose collective experience totaled dozens of centuries and tens of millions of dollars.Does it surprise you that the mistakes made by those business owners are just as common today?When we focus our attention on those who succeed – and ignore the lessons of those who failed – we tumble headlong into “survivorship bias,” a dangerous but invisible fallacy of logic.Study only those who survive the selection process.Ignore those who did not survive.Congratulations. You just tumbled into survivorship bias.When the Center for Naval Analyses evaluated the bullet holes in aircraft returning from missions during WWII, armor was recommended for the areas that showed the most damage. An engineer, Abraham Wald, popularized the term “survivorship bias” when he pointed out, “These are the planes that were able to return to base. The areas we need to reinforce are the areas that are undamaged on these planes, because those are the areas where damage makes it impossible to return.”Most of us unconsciously do what everyone else is doing. But what if everyone else is wrong?The reason history repeats itself is because we paid no attention the first time.Traditional wisdom is usually more tradition than wisdom.When you insist on being normal, you condemn yourself to being average.Break away from the pack. Conduct an experiment. No matter how it turns out, you will have learned something you didn’t know before.Or you could save yourself all that and just come to Wizard Academy. We’ll work hard all day and then sit together 900 feet above the city on the David McInnis Stardeck and howl at the moon.If that last sentence frightened you, you probably wouldn’t like it here. But if you instinctively knew I was kidding and it made you laugh a little, what are you waiting for?Aroo,Roy H. Williams

I’ve had a special relationship with California since 1992. The basis of our relationship is this: I keep not deserving parking tickets and California keeps giving them to me anyway.One of my goals during last week’s excursion with my grandson was to return from California –­ for the first time ever – without a parking ticket.I almost made it home.My transgression was that I drove through an empty space in the parking lot at Seal Beach so that I could be poised “nose out” in the space beyond. In Texas, Pennie and I call this “going for the poise.”Yeah, that’s illegal in California.As I was sitting in the rental car reading my ticket, a man knocked on my window and shouted, “Turn your car around! Turn your car around! If you don’t, they’ll give you a $64 ticket!” And then he held up his ticket to prove it. I smiled and showed him mine, thinking we’d have a laugh together. But no, this was a man on a mission. He was off like a rocket to warn the next person.I watched him for the next few minutes. Every time a car pulled though a space to go for the poise, he would run up to that car, tap on the window, and warn the driver of his or her impending doom. God bless that guy. He may still be there, even now.The idea that something regarded as common sense in one state is illegal in another reminds me that we Americans are a haphazard people. We name our months after Roman gods. We count our years from the birth of Jesus. We print ‘In God We Trust’ on all our money. But when someone publicly mentions God, we think that person to be a naively superstitious rube.Every time I mention him, I get a look that makes me feel the listener wants to pat me on my head like I’m four years old.I think the current, politically correct name for God is “the universe,” as in, “the universe is telling me to take this job,” or, “the universe is telling me to quit eating red meat.”One young man in California mentioned God to me just before we drove to the airport, and it turned out to be one of the brightest moments of a delightful trip. We had checked out of our hotel and presented the claim check for our car to the valet stand attendant who handed it to a slender young man who took off running toward the parking garage.Throughout my life, I’ve harbored the secret belief that you can brighten the day of waiters, waitresses, hotel maids, and parking valets by giving them unexpectedly generous tips. The only evidence I’ve had that my secret belief might be correct are the bright faces and happy smiles of waiters and waitresses when they see Pennie and me walk through their door.Yes, I am encouraging you to continue being generous to the people who bring you food, clean your room, and park your car.Anyway, when the slender young valet arrived with our car, he handed me the keys and I handed him a twenty. He looked down at it, then back up at me. Then down at it again, then back up to me. “God bless you sir! I’ve never gotten one of these! They told me there was a guy here that was tippin’ twenties, and I said, ‘Please, God, let me bring that guy’s car to him!’ And here you are! Thank you, sir. Thank you.”No one has ever said anything like that to me before, but I like to believe that I’ve brightened the days of thousands of strangers by letting them know they are recognized and appreciated.Many years ago, an old gentleman named Percy Ross was a client of mine. He’s gone now, and I miss him dearly. His newspaper column, “Thanks a Million,” appeared in more than 800 newspapers across America and I helped him syndicate his daily radio show across more than 400 radio stations.One day after lunch, Percy left our waitress a startling amount of money, then winked at me and said, “He who gives while he lives, knows where it goes.”He entrusted that bit of wisdom to me 34 years ago.And now I’m entrusting it to you.Roy H. Williams

Twenty-five years ago, I did three important things.The second-most-important of these was the launching of the Monday Morning Memo, even though no one can remember what it’s called. “I’ve been reading your Monday thing for more than 10 years,” is the opening line to my favorite song. I never get tired of hearing it.The third-most-important thing I did in 1994 was fall asleep on a motorcycle and then get run over by a car as I lay unconscious in the middle of the road. “Induced hypothermia” is the medical name for involuntarily falling asleep due to your body temperature plummeting quickly.It was the first Wednesday after Thanksgiving – November 30 – and every retailer on my client list needed reassurance that Santa had not been kidnapped and Christmas had not been cancelled. My day started with ad writing at 2AM and ended with me climbing onto my 1000cc BMW at 10PM to ride home from the office.The sun had fallen far below the horizon and a cold front had swept the warm air away. Jacketless, I shivered as I climbed onto my bike, “Four miles, no stoplights, no traffic. I’ll make it home in record time.”An hour and a half later, I woke up in the emergency room with lots of broken bones, none of which could be set. They kept me overnight – about 12 hours – to make sure I had no internal injuries, then I was back at work at 10:30AM. Christmas and retailers cannot be delayed.I typed with one hand – my uncoordinated left – for more than a year. When my right arm ached, I would reach over with my left hand to pick it up and lay it on the table. But that motorcycle wreck was the least consequential of the 3 things to happen that year and the creation of the Monday Morning Memo was number two, even though the first 100 of those memos would soon become the first book in the Wizard of Ads trilogy.The most important event of 1994 – by far – was that Pennie and I told our sons that each of them could choose any city in the world and I would take them there for a week while the other brother stayed at home with their mom.Rex was 13 that summer. Jake was 11.A week alone in a strange city with your Dad is a fascinating rite-of-passage. It is probably the smartest and best thing I’ve ever done.Allow your son or daughter, grandson or granddaughter, friend or neighbor, to choose their city with no guidance, no hints, no suggestions of any kind. They must make the decision all on their own and then announce it.I am amazed at the cities people choose and for the reasons behind their choices.Rex decided he wanted to spend 3 days in Las Vegas, then fly on a tiny airplane to the Grand Canyon where we would spend another 3 days in a series of misadventures.Jacob chose Juneau, Alaska where we went deep-sea fishing, ocean kayaking, panned for gold, landed in a helicopter on the Mendenhall glacier and then wandered dangerously around on the slippery ice as melting water gathered and gushed into infinitely-deep holes big enough for a human to fall into. We spent a week wandering around in that beautiful Alaskan town accessible only by air, water, and rail. Juneau has just 27 miles of pavement and a big part of those miles are the road to the airport. But more than 150 miles of gold mining tunnels hide in the mountains.Rex’s son, Hollister, turned 13 this summer. He chose Long Beach, California. If you’re reading this on Monday, August 19, 2019, Hollister and I are still here. Indy Beagle promised he would post photos of us in the rabbit hole.Hollister’s brother, Gideon, will choose a city two summers from now. Their little sister, Edie, will choose her city in 2029 and Jacob’s son, Vance, will choose his in 2030.Jewish boys look forward to a bar mitzvah when they turn 13, and their sisters look forward to a bat mitzvah at 12 or 13, depending on the tradition of their family.Our family tradition didn’t have a name when Rex and Jake chose their cities 25 years ago, but Princess Pennie and the older grandkids refer to this event as the Poobah Mitzvah.Some men are known by Grandad or Grandpa or some other term of endearment. I am Poobah.A Poobah Mitzvah is like the Monday Morning Memo; it doesn’t matter what you call it. The only thing that matters is whether you do it.No, it isn’t too late. The people in your life are never too old to have an adventure with you and the city you visit together doesn’t have to be far away.But there can only be two of you. This is one of those rare experiences where three is a crowd.If you decide to do this with someone you love, send a paragraph or two with photos to your favorite beagle, indy@WizardOfAds.comI suspect he’ll put them in the rabbit hole.I almost forgot; Indy says Aroo.Roy H. Williams

Sometimes we buy online to save time.Other times we buy online to save money.So what, exactly, is the “one big thing,” the unique selling proposition of online business?When we can’t wait the day or two for Amazon Prime, we buy from brick-and-mortar companies to save time. And when those stores are having a price-driven event, we buy from them to save money. So what is the “one big thing,” the unique selling proposition of brick-and-mortar?When we have no chosen provider in a product or service category, we look for reasons to have confidence in one company above the others. We’re hoping to find a provider we feel won’t let us down.Did you notice that phrase, “When we have no chosen provider…?”The goal of advertising is to become a person’s chosen provider. They need what you sell. They think of you. They buy from you. The end.During the 25 years I’ve been writing these Monday Morning Memos, I’ve discovered that most of the time my readers agree with me. My writings confirm their suspicions and give voice to their long-held beliefs. But when I play the role of myth-buster, I get an altogether different reaction. I played the role of myth-buster 2 weeks ago.Will you give me a second chance to make myself clear?I profoundly disagree with the belief that Hedgehog Thinking – focusing all your efforts on “one big thing” – is the key to category dominance.But I do agree that singleness of vision, “one big thing,” gives you focus and clarity.Focus and clarity give you energy, enthusiasm, optimism, creativity, problem-solving ability, and stamina. When you lack focus and clarity, you drift aimlessly in the darkness. Jesus spoke of this principle in his famous Sermon on the Mount in the good news of Matthew chapter 6: “When your eye (vision) is single (focused,) your body is full of light. But when your eye is clouded (unclear) your body is full of darkness. And if the light that is in you is darkness, how great is that darkness!”When Jesus spoke about “one big thing,” he wasn’t talking about category dominance. He was talking about the joy of having a purpose, and the passion that follows.Your passion motivates you.But your passion does not motivate your customers. They have passions and motives of their own.Never let an ad writer convince you that customers will choose you because you are passionate about “one big thing.” It simply isn’t true.We don’t fall in love because of “one big thing.” We fall in love because of “many little things.”Customers will choose you because they like you. And there are many little things that can make them like you. This is why storytelling – advertising – should always come from the “many little things” perspective of the fox.Translated into the language of the ad writer, “many little things” is called benefit stacking. “Many little things” also form the narrative arc of storytelling. And telling stories is how you create customer engagement through advertising. It is how you become the chosen provider.Let your customers see a reflection of themselves in you and they will choose you every time. Your passion is priceless. It is golden. It gives you a sense of purpose. Your passion comes from having an eye that is “single” – focused on one big thing. Your passion is what drives you.Your passion does not drive your customer.Category dominance is rarely determined by passion, or even by quality. You can easily name ten product and service categories whose leaders are not the most passionate companies in their categories, or even the best. Category leaders dominate because customers choose them. They dominate because they connect with more people and make more sales.Do you want to be happy? Live like a hedgehog.Do you want to be wealthy? Advertise like a fox.Roy H. Williams

Most non-fiction books are written as reputation builders. We write them because we want to be seen as experts. We want more speaking opportunities, more customers, more recognition. These “how to” books appear to be about the subject matter, but they are really about the author.This sort of reputation-building was the motive behind my Wizard of Ads trilogy.There is a second, less-populated category of non-fiction books whose authors have a different motive. These books appear to be about the author, but look closely and you’ll see they are about the reader.Memoirs, when well-written, reveal the brokenness, the triumphs, and the tragedies of the author. They describe an event-filled journey.Memoirs inspire us and make us believe that we can make a difference. They encourage us, showing us how someone else passed through this dark forest and how we can pass through it, too.We laugh at the silly mistakes, cherish the faithful companions, cry at the suffering and loss, cheer the little victories, and feel that we know the author.Memoirs are not written as reputation builders, but as relationship deepeners.If you want to write a good memoir, you must make yourself vulnerable, revealing all your fears and flaws and secrets. If you don’t, you will be guilty of the sin of Margot Asquith:“The affair between Margot Asquith and Margot Asquith will live as one of the prettiest love stories in all literature.”Dorothy Parker, in her 1925 New Yorker book reviewof The Autobiography of Margot Asquith.Even worse, they might say of you,“He is a self-made man and he worships his creator.”Vulnerability is the price of intimacy. Confession is the price of trust.Never trust the advice of a man who doesn’t limp.It is our belief systems and our scars that make us who we are.Do you want to build a strong culture in the company you founded? Write your memoirs.Do you want your customers to feel like they know you? Write your memoirs.Do you want to cast your bread upon the waters, pay it forward, help thousands of people you will never meet? Write your memoirs.Do you want your descendants to know who you were, the clay from which they were formed? Write your memoirs.Other people will be faced with the fears you have faced.Other people will make the mistakes you have made.Other people need to know the lessons you have learned.Do you have the humility – the vulnerability – to tell us how you got your limp?Roy H. Williams

In about 650 B.C. the Greek poet Archilochus wrote, “The fox knows many things, but the hedgehog knows one big thing.”The renaissance scholar Erasmus quoted Archilochus in 1500 in his famous Adagia, saying, “Multa novit vulpes, verum echinus unum magnum.”In 1953, the philosopher Isaiah Berlin expanded on Archilochus and Erasmus in his often-quoted essay, The Hedgehog and the Fox.In 2017, University of Pennsylvania psychologist Philip Tetlock completed a 20-year study that contrasted the abilities of the one-big-thing “hedgehog” experts against the many-little-things “fox” non-experts to make accurate predictions about geopolitical events.Does it surprise you to learn that the “fox” non-experts outperformed the “hedgehog” experts by an overwhelming margin?What Tetlock discovered will help you tell the story of your company in a way that will cause customers to feel like they truly know you.American businesspeople tend to believe that every successful business is built on a single big idea, “one big thing.” But sadly, that bit of traditional wisdom is more tradition than wisdom.“One big thing” is hedgehog thinking. But foxes roam freely, listen carefully and consume omnivorously. Foxes know “many little things.”Customers will love the “many little things” story of your company told from the perspective of a fox. The story you need to be telling is the real one, a fascinating tale of hopes and dreams and failures and successes and realizations and refinements.Don’t worry, we’re going to help you write it.In 2011, the fox-like director of the British Museum, Neil MacGregor, used 100 objects in his museum as prisms through which he told the entire story of our world. That book, A History of the World in 100 Objects, became a wildly popular radio series and a blockbuster New York Times bestseller. The Wall Street Journal called it, “An enthralling and profoundly humane book that every civilized person should read.”The fascinating, riveting, highly-engaging story of your company is hidden in 10 objects that lie within your grasp.Bring those objects with you to Wizard Academy. It is time for “Show and Tell.”Dr. Richard D. Grant is a founding board member of Wizard Academy. Chris Maddock has been a Wizard of Ads writing instructor for 22 years. Tom Wanek is a Wizard of Ads partner with a particular talent for helping people discover wonderful stories that have been hiding in plain sight. These three masters will help you unleash the pivotal moments captured in your photographs, artifacts, and documents, and turn them into the fascinating story of your company’s origin and evolution.This wonderful adventure through time and imagination will happen November 5-6.We’ve only got room for 18 people.Roy H. Williams