Wizard of Ads Monday Morning Memo

The average person is afraid of criticism.But the person who has no fear of criticism is more likely to succeed. This lack of fear is what keeps them from being average.The average business owner is afraid their ads will be criticized.Do you want to kill a great ad? Show it to the people you trust.In the words of my partner Mick Torbay,“You need to understand something: the committee is not evil. The committee doesn’t want you to fail. The committee has nothing but good intentions. But the committee can’t innovate. More than anything, the committee wants to look good to the rest of the committee. The committee is afraid of looking stupid… The committee can only spot problems, downsides, possible pitfalls… So don’t be surprised that when you present a really, really great idea to a committee, the only thing you’re gonna get is a reason why that idea won’t work, one reason for every member of the committee. The committee will always pull you to the center. The committee will help you avoid risk, but risk and reward are two sides of the same coin. If you avoid risk, then huge success is now out of the question. Are you okay with that?”Most ads aren’t written to persuade; they’re written not to offend.But even a weak ad will cause your name to be the first that springs into the public mind if you give it enough repetition. This assumes, of course, that your competitors have equally bland ads.And frankly, that’s a pretty safe bet.But repetition costs money.Do you want to differentiate yourself with memorable, attention-getting ads that will accelerate your repetition by unleashing the persuasive powers of wit, humor, identity, and audacity?The first step is to find your corporate mission statement, take it outside into the sunlight, lift it high up into the sky, then lay it down on the sidewalk and set it on fire. When it is finished burning, sweep the powdery ashes into the grass. Paper ash is an excellent source of lime and potassium. This will raise the pH and help neutralize the acid in your soil.You have now put your mission statement to the best possible use.Just out of curiosity, why did you think you needed to write down all those generic things you believe in? Those things you included – the things you stand for – rarely differentiate you since most of us include, believe in, and stand for the same things: Individuality, Informality, Opportunity, Competition, Efficiency, Progress, and Helping Others. It is what you exclude, or stand against, that defines you. To gain attention and win a following, you must stand against the omission of one of these seven things:Individuality: individual initiative, individual expression, independence and privacyInformality: equality, directness, and an open societyOpportunity: ability to change yourself, your business, your country, and your worldCompetition: opportunity to win recognition, status, and material rewardsEfficiency: reduce wasted time, effort, and resourcesProgress: social, economic, and physical mobilityHelping Others: because we’re all in this togetherYou may have used different words, but those are the ideas contained in every mission statement, the ultimate expression of committee-think.You don’t become famous by championing everything.You become famous by championing one thing.The client who grew the most in 2018 stands against inefficiency. His company eliminates stress and frustration by responding instantly when customers call and then doing the job perfectly, making sure the customer’s time and money are never wasted. His local company grew by tens of millions of dollars last year. Most people love his ads but he still gets plenty of criticism.A client whose volume jumped almost as high stands against formality. His frank, unvarnished style of communication makes customers trust his people and his company. His ads are beloved by most of the population but he still gets savaged in social media.Does the client who stands against inefficiency also have ads that are frank, informal, and unvarnished? Of course he does, but it is his stand against wasting the customer’s time that sets his company apart.Does the client who stands against formality also respond quickly and do the job right? Yes, but it is his stand against distance in the relationship between himself and the customer that makes his company special.What is the principal enemy your organization fights against?When I say “principal enemy,” I’m not talking about your competitors. I’m talking about that thing you try so very hard to eliminate for your customer.What is it?Roy H. Williams

Ad writers hear it every day, whistling toward them like a bullet: “We need more traffic, that’s what we need; more sales opportunities!”I spent the early part of my radio career stepping up to the plate and knocking that fastball out of the park. If your back was against the wall, I was the man to call.I was like Coca-Cola, baby, I was everywhere.It was the early 1980s.My employer required me to wear a tie, so I hung one around my neck like a scarf. And to underscore my scruffy renegade look, I refused to tie my shoes. Everywhere I went, people would tell me, “Your shoes are untied,” and I would reply with a smile, “Yeah, I know.”I looked like a young drug dealer, and in a way, I was.I sold instant gratification advertising. “You want a crowd? Crowds cost money. How big a crowd do you want?”It’s actually pretty easy to attract a worked-up crowd. Do you want to know how to do it?These are the ingredients you must have at handTo Make Big Things Happen Fast:1. Urgency – There has to be a shortage of time or a shortage of quantity. The rule to remember is this: “No shortage, no urgency.” The best shortage is to have a limited number of a highly desirable item at a remarkable price. This is the time-tested formula that causes people to camp out on the sidewalk in front of Wal-Mart before the doors open the day after Thanksgiving.If the number of 82-inch TVs available for $999 is too few, people will say, “I don’t have a chance,” and stay home. But if the number is too many, no one will get excited because “there’s enough to go around.” So you definitely need to name a number. “While supplies last,” is a line that only a beginner would write. The customer hears that and thinks, “They only had one of those and they sold it before this radio ad ever hit the airwaves.” Result: no response.2. Credible Desperation – If you scream, “400 Toyotas MUST be sold this weekend! No reasonable offer refused!” you’ve got no credibility. The listener thinks, “WHY do you have to sell 400? What happens if you don’t? And what you consider to be ‘a reasonable offer’ is probably a lot more money than what I consider to be a reasonable offer, so I’m going to pass. I’ve got better things to do this weekend than haggle with a jackass car dealer.”Desperation loses credibility as time passes. That’s why these ads work less and less well the longer you use them.“Lost our lease, everything must go,” is another line that only a beginner would write. Specifics are more believable than generalities.Do you want to make your desperation credible? Do you want stuff to fly out the door? Say, “We’ve been thrown out! Our landlord rented our space to someone else and a dump truck will be here at 8AM on Monday, January 7th to haul away everything we leave behind….”3. Specifics – “…so we’re liquidating the entire inventory, every item in every department. We’re selling the showcases, the light fixtures and the cash registers. And if you can figure out how to get the wallpaper off the wall, we’ll sell you that, too. Call your friend with a pickup truck because you’re going to leave here with an ecstatic truckload of once-in-a-lifetime bargains. An $800 kayak is $179. Perfume that sells for $200 a bottle is yours for just $20. Diamond pendants worth a thousand dollars are just $129. A dozen doughnuts, made fresh while you wait, are just ONE DOLLAR and you can eat them while you’re shopping. So cancel what you had planned and get here as quick as you can.”4. Repetition – Nothing says “urgent news” like an ad that runs twice an hour for 72 hours. If a radio station will let you air only one ad an hour, then make sure it’s a 60-second ad. If a station has a policy that allows you to air only 3 ads every 4 hours, then buy a different station. Whatever you do, don’t air your supposedly “BIG” announcement with too little repetition. Did you read the part where I tried to make it clear that one spot per hour, 24 hours a day, was a MINIMUM schedule? I meant that.Month after month I sold urgent, high-impact schedules to business owners who licked their lips as they shook my hand.It wasn’t long before I was visiting twitching, crowd-addicted business owners who looked at me with hard, glittering eyes and a facial tic as they said, “Just like last time, but even better, okay? Even better. That’s what I want. Do whatever you have to do, just bring the people in.”High-frequency radio schedules and high-impact ad copy are the opioids of advertising. They’ll take away your pain, but when you come down from your high, you’re just a dark-eyed addict in an empty room. So you call the guy with the untied shoes again. But each schedule works a little less well than the one before until, finally, you have destroyed the health of your business.Do I still write high-impact ads and air them round-the-clock? Of course I do. Opioids exist for a reason. When the pain of an unforeseen business catastrophe is overwhelming and you have no option but to blow the trumpet and bang the drum, you do what you have to do and then deal with the ravages of addiction when it’s over.But it’s a long and painful recovery. And the thing you want more than life itself is to blow that trumpet and bang that drum one more time.So now you know How to Make Big Things Happen Fast.You just have to decide whether or not you want to.Roy H. Williams

Few people remember it because it was too long ago.April, 1962– America tries to overthrow Fidel Castro of Cuba in the “Bay of Pigs” invasion.July, 1962– Soviet premier Nikita Khrushchev reaches a secret agreement with Fidel Castro to place Soviet nuclear missiles in Cuba to deter any future invasion attempt.October 14, 1962– An American U–2 spy plane takes photos of Soviet nuclear missiles being assembled in Cuba, just 90 miles off the coast of Florida.October 22, 1962– American President John F. Kennedy appears on national television announcing a military quarantine of Cuba, warning the American people of the potential global consequences. “It shall be the policy of this nation to regard any nuclear missile launched from Cuba against any nation in the Western Hemisphere as an attack by the Soviet Union on the United States, requiring a full retaliatory response upon the Soviet Union.”October 24, 1962– Nikita Khrushchev says the U.S. blockade is an “act of aggression” and Soviet ships bound for Cuba are ordered to proceed.U.S. forces are placed at DEFCON 2, meaning war involving the Strategic Air Command is imminent.October 26, 1962 – John F. Kennedy learns that work on the missile bases is proceeding without interruption and that an American U-2 spy plane has been shot down over Cuba, and its pilot, Major Rudolf Anderson, is dead.The world totters on the brink of nuclear war between superpowers.Americans everywhere stop in their tracks and look to the skies.And then two of them wrote a song:Said the night wind to the little lamb,“Do you see what I see,Way up in the sky, little lamb?Do you see what I see?A star, a star, dancing in the nightWith a tail as big as a kite.With a tail as big as a kite.”This was the image of a nuclear missile followed by its fiery tail in the night. But it was also the image of a star poised above Bethlehem, shining its light on a baby wrapped in swaddling clothes.Said the little lamb to the shepherd boy,“Do you hear what I hearRinging through the sky, shepherd boy?Do you hear what I hear?A song, a song, high above the treesWith a voice as big as the sea.With a voice as big as the sea.”Said the shepherd boy to the mighty king,“Do you know what I knowIn your palace warm, mighty king?Do you know what I know?A Child, a Child shivers in the cold,Let us bring Him silver and gold.Let us bring Him silver and gold.”Said the king to the people everywhere,“Listen to what I say,Pray for peace, people everywhere!Listen to what I say,The Child, the Child, sleeping in the night,He will bring us goodness and light.He will bring us goodness and light.”During the darkest hours of the Cuban Missile Crisis, a French veteran of WWII living in New York, Noël Regney, wrote the lyrics and his Brooklyn wife, Gloria, wrote the music.And for as long as they lived, neither of them could sing it all the way through without crying.Merry Christmas,Roy and Pennie Williams

Throughout my career as an ad writer, I’ve noticed that the easiest companies to skyrocket are those with a healthy and happy corporate culture.You know it’s a great company when everyone wants to get a job there and no one wants to leave.Let’s talk about culture.Definition One:In biology, a culture is a cultivation (usually bacteria, germs, or tissue cells) in an environment of nutrients.Culture: a cultivation in an environment of nutrients.Do you want to create a culture?Step One: EnvironmentStep Two: NutrientsDefinition Two:When we describe a person as “cultured,” we’re saying they are conversant in the arts.In the words of Phil Johnson, “You acquire an education by study, hard work and persistence. But you absorb culture by viewing great art, listening to great music and reading great books.”The arts are nutrients for the heart. To become “cultured” in the arts is to know how to make peoplefeel differently.Definition Three:When our friend Susan Ryan came home after 7 years of doing business in a third-world country, she said, “It’s hard to develop a strategy that will overcome hundreds of years of enculturation. Culture eats strategy for lunch.”A strategy is made of goals, objectives, and activities.A culture is made of values, practices, and behaviors.Princess Pennie says strategy is today’s “do list”and culture is all the yesterdays that made you who you are.Definition Four:The culture of a business is expressed as esprit de corp: the spirit of the group.Culture: a cultivation in an environment of nutrients.Business Culture: a cultivation of practices and behaviors in an environment of values.If you don’t have strong values, you won’t have a strong culture.If you don’t reward and celebrate employee practices and behaviors, you’re just mouthing platitudes and clichés. (Commonly known as mission statements and corporate policies.)Anyone can copy your strategy, but no one can copy your culture.Branding is nothing more than corporate culture made known.Good advertising promises your customer a specific experience.It is then up to your people to deliver that experience.Shout it from the housetops.Roy H. Williams

I’m reading Hemingway’s novel, Death in the Afternoon, and I like it.It is a detailed explanation of bullfighting.Not a story about a bullfighter.Bullfighting.I have no interest in bullfighting. None.The book has no character arc because it has no characters. It has narrative, but no narrative arc. No plot, no moments of crisis, no heroism, no romance.It is essentially an instruction manual.Why do I find myself drawn to this book?Yesterday morning I said to Pennie, “Hemingway is teaching me some things I can’t quite put into words, but as soon as I can figure out how to explain them, I’ll tell you what they are.”She was moving laundry from the washer to the dryer. “Read me a page that you liked.”“Page one hundred and twenty. Hemingway has been explaining how the bulls of Salamanca differ from the bulls of Andalucia when – out of nowhere – he inserts a literary device I’ve never seen in a book.”“What kind of literary device?”“He imagines a reader’s reaction to his book, then, speaking as that reader, he criticizes the author for not doing the thing that made him famous. Then, as the author, he accommodates this imaginary reader by inserting an imaginary conversation with an imaginary woman. It’s the same kind of multi-layered self-talk Robin Williams used to do.”“Read it to me.”But, you say, there is very little conversation in this book. Why isn’t there more dialogue? What we want in a book by this citizen is people talking; that is all he knows how to do and now he doesn’t do it. The fellow is no philosopher, no savant, an incompetent zoologist, he drinks too much and cannot punctuate readily and now he has stopped writing dialogue. Someone ought to put a stop to him. He is bull crazy.Citizen, perhaps you are right. Let us have a little dialogue.What do you ask, Madame? Is there anything you would like to know about the bulls?Yes, sir.What would you like to know? I’ll tell you absolutely anything.It is a difficult thing to ask, sir.Do not let that trouble you; talk to me frankly; as you would to your doctor, or to another woman. Do not be afraid to ask what you would really like to know.Sir, I would like to know about their love life.Madame, you have come to just the man.Pennie smiled and nodded her head. Then she handed me a gang of shirts on hangers and told me to put them in my closet.I hung the shirts on the doorknob of the laundry room and said, “It’s like that time I took Chris with me to Seattle.”“That time he began speaking to an imaginary television audience in that seafood restaurant?”“Yeah. He just put down his fork, stared at a point on the wall across the room and said, ‘Hello there, friends. It’s time, once again, for Workin’ It, with Chris Maddock.’ After a 5-minute opening monologue, he turned and began talking to a guest on his show; an invisible woman seated next to him. Never cracked a smile. Never broke character.”“How did the show end?”“He just picked up his fork and started eating again.”“What year was that?”“1999”“When did Hemingway write the bullfight book?”“1932”As she picked up a stack of folded towels, she said, “When we’re surprised by weird, unexpected twists and turns, it makes the journey more interesting.”I nodded my agreement and lifted the shirts off the doorknob.“Maybe you should do that in a Monday Morning Memo.”“Maybe I will.”Roy H. Williams

1967 – A little boy leaned on his elbows in front of a black-and-white TV in Broken Arrow, Oklahoma, unaware that Walt Disney was dead.How could he be dead? I was watching him on TV.Looking right into my eyes, Walt told me about his purchase of 43 square miles of Central Florida, an area twice the size of the island of Manhattan, and his plan to build there an Experimental Prototype Community of Tomorrow (EPCOT.)He was standing in a Hollywood film studio in front of a floor-to-ceiling map of his Florida project when he said,“Welcome to a little bit of Florida here in California. This is where the early planning is taking place for our so-called Disney World Project. Now, the purpose of this film is to bring you up to date about some of the plans for Disney World.”A little later, he said,“The sketches and plans you will see today are simply a starting point, our first overall thinking about Disney World. Everything in this room may change time and time again as we move ahead, but the basic philosophy of what we’re planning for Disney World is going to remain very much as it is right now…”That was the part I never forgot: Walt Disney knew his plan would evolve into something different than he imagined.Eighteen years ago Princess Pennie decided to buy some land and build a non-profit school for entrepreneurs, storytellers, and educators. We knew it would have a classroom tower with a library mezzanine and on-campus housing so that students wouldn’t have to sleep in hotel rooms.Everything else was an afterthought.Chapel Dulcinea was chosen by 1,111 brides in 2017, making it the most popular wedding chapel on earth. A free wedding chapel wasn’t part of the original plan, but if you’ve ever walked the campus at Wizard Academy, it’s hard to imagine it not being there.A certification course for the training of whiskey sommeliers (storytellers) wasn’t part of the original plan, either. Nor was The Crowded Barrel whiskey distillery.* And we could never have dreamed that Wizard Academy’s YouTube channel, The Whiskey Vault, would become the #1 whiskey-review channel on earth.We couldn’t have imagined it because streaming, online video did not exist in the year 2000.And now the Rocinante gym.A couple of years ago, Brian Clapp donated state-of-the art gym equipment but it never got used because it was housed in a part of the campus where students never go. The solution? Build a sleek, cantilevered gym covered in glittering silver metal with an 18-foot glass wall looking at Chapel Dulcinea, and put it next to the sidewalk between Spence Manor and Engelbrecht House.And of course we’ll be starting The House of the Lost Boys – your third student mansion – as soon as the gym is complete, probably in about 60 days.But that’s not the big news. No, not by a long shot.In late spring, 2019, the American Small Business Institute will be launching an important new certification course, The Ad Writer’s Masters Class, a one-year online course – 26 modules, followed by 26 essay assignments – followed by a three-day, face-to-face working examination by a board of Master Ad Writers.This is a really big deal.And very expensive. (12k, minus alumni discount)When you finally pass your board exams – and you can try as often as you want – you will be certified and admitted into The Ad Writers Guild, with appropriate pomp and fanfare and physical glitteralia.Because after all, the American Small Business Institute is an extension of that wonderful dreamscape called Wizard Academy.Indy says you should visit him in the rabbit hole. You know how to get in, right?Roy H. WilliamsPS – If you want to be notified when the Ad Writer’s Masters Class is about to be officially announced, email Daniel@WizardAcademy.org* The Crowded Barrel whiskey distillery isn’t technically located on Wizard Academy property. It was built with private funding on property owned by the academy’s very friendly next-door-neighbors, Roy and Pennie Williams.

Two brothers were locked out of their home, so they climbed onto the roof and entered the house through the chimney. When they crawled out of the fireplace, one of them had soot on his face, the other did not. The clean-faced brother immediately went into the bathroom and washed his face. The brother with soot on his face did not. Why?We are confused by the actions of the brothers until we put ourselves in their shoes and see the world through their eyes.The clean-faced brother looked at the sooty-faced brother and assumed they were both in the same condition, so he went and washed his face. Likewise, the sooty-faced brother did not know he needed to wash, because he was looking at the brother whose face was clean.We assume that we are like other people, and that they are like us.This is the assumption that misinformed the brothers.This is the assumption that misinforms the salesperson.Do you put yourself into the shoes of each customer and see the world through their eyes, or do you assume that they are like you?Do you unconsciously assume that your customer has your financial limitations? Do you secretly believe that they should do what you would do?These are the reasons you struggle as a salesperson.You believe you are being empathetic, but you are not.You aren’t putting yourself into their shoes; you’re putting them into yours.Roy H. Williams

Indy Beagle posted a T-shirt in the rabbit hole that said, “If life gives you melons, you might be dyslexic.” Princess Pennie laughed when she read it.If that T-shirt had said, “If life gives you oranges, you might be dyslexic,” would she – or anyone else – have laughed?Pleasant surprise is the foundation of delight.Confusion is the foundation of frustration.When something unexpected happens, but it makes sense, it is surprising.When something unexpected happens and it makes no sense, it is confusing.To get a click online is to get attention.But to hold that attention requires engagement.Are you satisfied with getting a click, or would you also like to make the sale?People who are engaged are looking for closure. They are following a mystery that needs to be solved.Headlines and subject lines that create a mystery are more effective than those that solve one.No mystery, no click.No continuing mystery, no engagement.The key to holding attention is to introduce a new mystery just as you solve the previous one. This works online exactly as it works in literature, mass media, and entertainment.The quicker your sequences of mystery and resolution, the more likely you are to hold the attention of your audience. This is what separates good stand-up comics from people who take too long to tell a joke.Consider the mysteries implied by these famous opening lines:Call me Ishmael. – Moby DickIt was a bright cold day in April, and the clocks were striking thirteen. — 1984This is the saddest story I have ever heard. — The Good SoldierIt was a wrong number that started it. — City of GlassI am an invisible man. —Invisible Man124 was spiteful. — BelovedIn a sense, I am Jacob Horner. — The End of the RoadThey shoot the white girl first. — ParadiseI write this sitting in the kitchen sink. — I Capture the CastleWhen your subject lines harbor mysteries, you’ll see your open rate rise like the sun on Easter morning. And if you solve that mystery just as you introduce a second one, you will have achieved engagement.Novelists and playwrights have known this for hundreds of years.Screenwriters and comedians have known it for decades.I’m merely suggesting that you might experiment with it in your ads.Who knows? It might work for ad writers, too.Roy H. Williams

Day after day, business owners tell ad writers, “We just need more sales opportunities. It’s a numbers game. If you double our traffic, we’ll double our sales. Now show me what you can do.”These business owners don’t understand that today’s close rate dictates tomorrow’s sales opportunities.Some businesses will run customers off faster than a good ad writer can bring them in. But still they will tell that ad writer, “We just need more sales opportunities. Double our traffic and we’ll double our sales.”What that company really needs, of course, is to increase their close rate. And the secret to increasing your close rate is to align the personality of your sales process with the personality of your advertising.But that will never happen as long as your sales manager remains untethered from your ad writer.It’s easier to grow a company that closes 6 out of 10 sales opportunities than it is to grow a company that closes only 2 out of 10. Straightforward math would tell you that it should be only 3 times easier, but then you’d be forgetting about the exponential impact of customer referrals.There are exceptions, of course. A company with a truly extraordinary product can utterly botch their sales training and customer service and still do just fine. This is particularly true in technology and in restaurants.But let’s talk about that disconnect between your sales manager and your ad writer.This is a blind spot shared by the majority of American companies.Think of those people in your company who respond to customer inquiries as your first responders. These first responders include the people who answer telephones and who respond to emails and to live chat inquiries on your website. And then, of course, there are your service people and your salespeople.Your first responders are continuing a conversation that began with your advertising. And your customer has clear expectations about who they expect your people to be and how they expect your people to act.When your first responders speak and act differently than your customer expected, that customer feels ambushed and betrayed. Remove this disconnection by being the company your customer believes you to be, and you’ll see your close rate climb faster than a happy squirrel harvesting acorns in an oak tree.Strong ad campaigns communicate a distinctly memorable corporate “personality” that distinguishes a company from its competitors. Rippling that attractive personality through your advertising is especially important when the public perceives your products and services to be essentially the same as those of your competitors.Win the heart and the mind will follow. The mind will always create logic to justify what the heart has already decided.A good ad writer will cause the public to like you.Now all you have to do is be the company the public liked.And now you know the most important truth of advertising.Your ads don’t communicate a distinctly memorable personality?Then you don’t have a strong ad campaign.You don’t have a high close rate?Then you don’t have alignment between the expectation of your customers and the performance of your first responders.Are your first responders using the signature phrases that made your ads famous? Do they embody the corporate personality communicated in those ads?Or is your sales process independent from your advertising?If you want to talk more about it, Indy Beagle has a lot to share with you in the rabbit hole.Roy H. Williams

Is your bandwidth keeping you from fulfilling your purpose?Do you have too much to do and too little time?Your bandwidth is limited by:1. the number of hours in a day.2. your physical stamina and capacity.3. your mental and emotional limits as a human being.4. your inability to juggle the number of desires, needs, demands, and emergencies hurtling toward you.No matter how hard you try to overcome these limits, they are there, they are real, and they will remain.Chances are, you’ve been at the limits of your bandwidth for quite some time.Bandwidth is easy to explain, but purpose is hard to explain because it can come from multiple sources, be evaluated from multiple perspectives, and be known by many names.1. Is your purpose the achievement of your goals, the fulfillment of your vision, the crossing of that last item off your bucket list?2. Is your purpose dictated to you by your circumstances? It is to fulfill your duties as a son or daughter, husband or wife, father or mother, grandfather or grandmother, or as a loyal friend or trusted employee?3. Is your purpose chosen for you by something or someone bigger than yourself? Destiny, the universe, or God?I have no argument with any of these beliefs.Here’s my concern: I am subject to the tyranny of the “merely urgent” every day, so I rarely stop to ask myself, “What would be the consequences if I chose to ignore this?”I find myself putting off the truly important, day after day, to take care of an endless list of small-but-urgent obligations.Is it just me, or are you doing this also?I’m not asking for your help or advice.And I’m certainly not telling you how to live your life.I’m just sharing a personal observation:Urgent things are rarely important.Important things are rarely urgent.And learning to tell one from the otheris the key to a happier, healthier, more productive life.If you and I were to say yes to one big thing each day, and say no to all the little things, how much more might we accomplish?Roy H. Williams