Wizard of Ads Monday Morning Memo

According to all the cognitive neuroscientists, the essential gift of the human race is our ability to attach complex meanings to sounds.Here’s a shocker for you: the written language was developed only to make the spoken language permanent. In fact, the written word has no meaning until it has been translated into the spoken word it represents. This is why it takes the average reader 38 percent longer to understand the written word than to understand the same word when spoken.Think about it. Do babies learn to speak first, or to read first?You’re lying in bed, reading a book. It dawns on you that you’ve been scanning the same paragraph over and over but you have no idea what it says. This is because the part of your brain connected to your eyes is still receiving the visual symbols we call the written word, but you are no longer hearing those words in your mind.Stay with me. An understanding of this stuff will make your ads musical, memorable, and persuasive even when they’re being read silently off a computer screen or from a printed page.The English language is composed of only 43 sounds.*These sounds are called phonemes and they are the parts and pieces of words. Be careful not to think of them as letters of the alphabet.Not every letter of the alphabet has its own sound. The letter “c” usually indicates the “k” sound, but we give it the “s” sound when it is followed by an “i”.A single phoneme can be represented by different combinations of letters. The phoneme we hear as “sh” can be heard in the word fish, but we also hear it in fictitious, where it is created by a “t” followed by an “i.”Fictitious fish.Don’t focus on the spelling of the word in question; it is the sound of the word we’re after.Phonemes are important to ad writers because they carry unconscious, symbolic meanings of their own. The black-and-white definition of a word is softly colored by its sound. A great ad writer would never call a diamond “small.” Because small is dull. Small, at best, would glow, like a pearl.But Diamonds fling jagged shards of light.This is why we write, “tiny little diamonds twinkling, glitt’ring and sparkling in the sun.” The sharp-edged “t” and “k” sounds are what we’re after.In the musical fabric of language, every sound is important. What distinguishes large and small from big and little is the difference in their musics. Phonemes within a language are like the instruments in an orchestra. Just as the drums make a different kind of music than do the woodwinds, and the woodwinds make a different kind music than does the brass, so also do the drum-like stops – like p,b,t,d,k, and g – (don’t read that list as letters of the alphabet; make the sounds the letters represent,) make a different music than do the woodwind-like fricatives, the sounds that hiss or hush or buzz – like f, v, s, z, sh, th. And the fricatives make a different music than the brassy nasal velars, like the “ng” sound in song, tongue, string and bring.Phonemes are either obstruent or sonorant.Obstruents are perceived as harder and more masculine; sonorants as softer and more feminine. Big and little are obstruent, perfect for diamonds that fling jagged shards of light. Large and small are sonorant, just right for clothing made of soft fabric.Now are you ready for the really trippy part? Deborah Ross, Jonathan Choi, and Dale Purves at Duke University recently discovered that the musical scale of a culture is determined by the harmonic frequencies of the vowels they speak.Words, then, are literally music.Ed Yong, writing for National Geographic, says, “Have you ever looked at a piano keyboard and wondered why the notes of an octave were divided up into seven white keys and five black ones? After all, the sounds that lie between one C and another form a continuous range of frequencies. And yet, throughout history and across different cultures, we have consistently divided them into sets of twelve semi-tones. Now, Deborah Ross and colleagues from Duke University have found the answer. These musical intervals actually reflect the sounds of our own speech, and are hidden in the vowels we use. Musical scales just sound right because they match the frequency ratios that our brains are primed to detect.”This is a paragraph from the actual study at Duke:“Expressed as ratios, the frequency relationships of the first two formants in vowel phones represent all 12 intervals of the chromatic scale. Were the formants to fall outside the ranges found in the human voice, their relationships would generate either a less complete or a more dilute representation of these specific intervals. These results imply that human preference for the intervals of the chromatic scale arises from our experience with the way speech formants modulate laryngeal harmonics to create different phonemes.”Bottom line: You will no longer need a music bed beneath your TV and radio ads when you’ve learned to craft musical combinations of words.In addition: musical sentences are processed in the unsuspecting right hemisphere of the brain, whereas non-musical language is processed in the suspicious, doubt-filled left.Think of the implications for persuasion.Indy Beagle will give you the final ingredient for making words musical on the first 2 pages of the rabbit hole.This is worth a lot of money.Meet me there?Roy H. Williams

England, 1890 – Barely 5 feet tall on his tiptoes, 30 year-old Jimmy was a pen pal of 40 year-old Robert Louis Stevenson, the famous author of Treasure Island, during the final years of Stevenson’s life when he lived on the island of Samoa. The two never met, but if they had, they would doubtless have played cricket together in the little village of Stanway in Gloucestershire.In September, 1921, one of the most famous men in the world, 33 year-old Charlie Chaplin, traveled to London in the hope of meeting Jimmy, now 61 years old. According to historian Lisa Chaney, “Upon his arrival, central London came almost to a standstill, as traffic was blocked all the way from Waterloo station to the Ritz on Picadilly, where he was staying. Everywhere Chaplin went, he was mobbed by adoring crowds.”Chaplin achieved his goal of meeting Jimmy by contacting Ed Lucas, one of the group of buddies with whom Jimmy played cricket. At the end of their evening together at the Garrick Club in London, Jimmy wrote to his friend, Cynthia Asquith, about his dinner with the great Charlie Chaplin.“He has a rather charming speaking voice, and a brain withal. A very forceful creature, and likeable. The police who are put on to guard him all produce their autograph books for him to sign.”When Jimmy visited Stanway to play cricket, he was the guest of Herbert and Cynthia Asquith. (Herbert was the son of the British Prime Minister and Cynthia would later become a famous author of ghost stories.) In return for their kindness to him and his cricketing buddies over the years, Jimmy built a pavilion on the cricket grounds of Stanway, where it has been in use for nearly 100 years.Who, exactly, were these cricketing buddies of Jimmy?They called themselves the Allah Akbar-ies under the mistaken belief that “Allah akbar” meant “Heaven help us” in Arabic.This was an odd mistake to make, considering that these men were known for their words.The Allah Akbar-ies included:Rudyard Kipling, The Jungle BookArthur Conan Doyle, Sherlock HolmesP. G. Wodehouse, Jeeves and WoosterJerome K. Jerome, Three Men in a BoatA. A. Milne, Winnie the PoohG.K. Chesterton – Father BrownAnd then of course there wasE. V. (Ed) Lucas, the author of more than 150 books, including one of Indiana Beagle’s favorites, If Dogs Could Write: A Second Canine Miscellany (1929)The group also included 10 more writers of slightly lesser acclaim.Spectators at these cricket matches included Jimmy’s neighbor and lifelong friend, George Bernard Shaw, along with the ancient Thomas Hardy, (Far from the Madding Crowd and Tess of the d’Urbervilles.)And five-foot Jimmy? He was of course J.M. Barrie, the author of Peter Pan.And now you know why New York publisher Charles Scribner traveled to England to sit on a bench and watch a cricket match in the tiny village of Stanway.Scribner never forgot that day.Wouldn’t it be fun to make a movie about all this? Can you imagine their conversations?You’ll be pleased to know the tradition of Stanway village lives on at Wizard Academy.We have Americanized it, of course, but I think Jimmy would approve.The Lost Boys are a group of entrepreneurs who gather once a year to play bocce ball at Wizard Academy. It is a secret society. Their names are never published and group photos are never taken.The House of the Lost Boys will be the third and final student mansion on the campus of Wizard Academy. Its six guest rooms will increase our on-site capacity to 24 students. And when we finally build Bilbo Baggins House in the hillside beneath the Spence Diamond Pavilion, we’ll have room for 25.Wizard Academy is a special place where busy people come to charge their batteries.Sometimes it feels a little like Neverland.Thanks for being part of it.Roy H. Williams

What do you value?Are there things for which you would be willing to suffer humiliation, rejection, and financial loss? These are your deep core values, your non-negotiables. It’s important that you know what they are.A person without non-negotiables is a person without passion.But it’s also important to know your negotiables.A person without negotiables is hard-headed, self-important, obstinate. But such people can be tolerated if they apply their non-negotiables only to themselves.A person who believes their non-negotiables should apply to everyone else is an oppressor. Give them a weapon and they are a terrorist.When Oscar Wilde was in prison, he wrote,“Selfishness is not living as one wishes to live, it is asking others to live as one wishes to live.”I’ve always liked Oscar Wilde.Allow me to list my assertions:Suffering is the price of passion.You cannot claim you are passionate about something if you would not be willing to endure hardship for it.Not every belief is worth suffering for.The opinions and beliefs for which you would not suffer are your “negotiable” opinions and beliefs.It is reasonable, and even good, to be willing to suffer for your beliefs.It is not reasonable, nor is it good, to expect others to suffer for your beliefs.Do you want to hear the funny part? Although I truly believe what I said today, it is not a belief about which I am passionate.It is negotiable. AFood for thought on a Monday morning.Roy H. Williams

On the day he died, long ago, a man said, “In this world you will have trouble.”I’ve never had reason to doubt him.Money troubleWork troubleRelationship troubleLegal troubleHealth troubleFamily troubleTax troubleYou don’t get to choose whether or not you will have trouble.But you do get to choose whether or not you will let it dominate your thoughts and control your mood.I find it interesting that immediately after he said, “In this world you will have trouble,” the man went on to say, “but be of good cheer; I have overcome the world.”What? Overcome the world?How?According to the story, the man was able to deal with all the trouble that came his way because of “the joy that was set before him.” In other words, he had an immovable North Star, a guiding light his thoughts were fixed upon.Troubles seem smaller when your mind is focused on something more interesting than the trouble, more important than the trouble, bigger than the trouble, happier than the trouble.The way to keep your troubles from filling your mind is to fill your mind with something else.Do you follow a North Star? Are you trying to make a difference? Do you have a purpose?You do? Excellent!Purpose is the primary ingredient of Adventure!The other two ingredients are stress and trouble.“It does not do you good to leave a dragon out of your calculations, if you live near him.” ­– J.R.R. Tolkien, The Hobbit (1937)“Fairy tales are more than true; not because they tell us that dragons exist, but because they tell us that dragons can be beaten.”– G.K. Chesterton (1909)In a 1961 letter to Frank and Jo Loesser, John Steinbeck said,“In the dark the other night I wrote in my head a whole dialogue between St. George and the Dragon. Very close relatives those two. Neither could exist without the other. They are eternally tied together – actually two parts of one whole… So St. George must always kill the dragon and it must be repeated, because if the dragon were ever finally killed, there would be no St. George – only a lonely man looking for something to do.”The adventure of St. George was made possible by the dragon.“It’s when you’re safe at home that you wish you were having an adventure. When you’re having an adventure you wish you were safe at home.”– Thornton WilderAre you fortunate enough to be facing a dragon? Are you in the middle of an adventure?Don’t worry, everything is going to be fine in the end.If things aren’t fine, it’s not the end.Roy H. WilliamsPS – I don’t know who first spoke those last two lines, but I would like to have known that person. Some say it was John Lennon (The Beatles,) Some say it was Paulo Coelho (The Alchemist,) and some say it was someone else (Someone Else.) The only thing that’s certain is that it wasn’t me. – RHW

Our nation is changing, of course.Things aren’t like they used to be.Famous clothing brands are at historic lows and major retailers are closing hundreds of stores. In 2016, 2,056 stores closed their doors. The worst year on record is 2008, when 6,163 stores shut down.Brokerage firm Credit Suisse says in a just-released research report,“Barely a quarter into 2017, year-to-date retail store closings have already surpassed those of 2008… it’s possible more than 8,600 brick-and-mortar stores will close their doors in 2017.”But we’re not in a recession.According to an April 10 article by Derek Thompson in The Atlantic,“America’s GDP has been growing for 8 straight years, gas prices are low, unemployment is under 5 percent, and the last 18 months have been quietly excellent years for wage growth, particularly for middle- and lower-income Americans.”Yes, Amazon.com and the other online players are partially responsible for the decline of retail in America, but not nearly to the degree you might think.In 2016, only 6% of retail purchases were made online.But retailers are down by a lot more than 6%.Want to know what categories are doing better than ever?“Travel is booming. Hotel occupancy is booming. Domestic airlines have flown more passengers each year since 2010, and last year U.S. airlines set a record, with 823 million passengers. The rise of restaurants is even more dramatic. In 2016, for the first time ever, Americans spent more money in restaurants and bars than at grocery stores. Sales in this category have grown twice as fast as all other retail spending.”In other words, we’re buying fewer things, but more experiences.Materialism is on the decline.In retail stores and online, we’re spending a lot less money on clothing. Its share of total consumer spending has declined by 20 percent in barely more than a decade. Houses, cars and furniture seem to be less important to us as well.But we’re spending more than ever on togetherness, entertainment, and fitness.We hunger less for prestige, more for experiences and relationships.Relationships…If you’re going to get in step with this trend, you’re going to need to invest in customer bonding.Use mass media to win their hearts before they need what you sell.Don’t let your company be just another name on a list of search results.Roy H. Williams

Michael Jordan wasn’t a perfectionist; he was an improvisationist. That’s why he was hard to stop.A perfectionist knows exactly what he’s going to do. He plans his work and works his plan. The only problem is that because he knows, the defender knows, too.It’s easy to anticipate what a perfectionist is going to do. He’s predictable.But no one knew what Michael was going to do, because he didn’t know himself.Does it surprise you that nearly all the superstar basketball players and top-scoring running backs test as improvisationists?So do all the best ad writers.Predictability is the curse of the perfectionist,and the silent assassin of advertising.When you say what people expect you to say, no matter how perfectly you say it, you bore them.Improvisation puts the bubbles in champagne.Improvisation puts a wiggle in your walk.Improvisation puts money in your bank account, bread in your basket, glitter on your cheek, and a smile on your face.Unexpected is interesting.Unpredictable is enlightening.Improvised is exciting.Random Entry is a technique that guarantees improvisation in advertising.The magic of random entry begins when the ad writer doesn’t choose the opening line of the ad. Rather, it is chosen for him by someone who has no idea what they are doing.Want to try it? Ask a stranger to think of a colorful sentence. Tell them to make it “vivid, unexpected, larger than life.” Tell them, “The sentence doesn’t have to be about anything in particular; it just has to cause people to be curious about where this story is headed.”The best way to create Random Entry without the help of an unwitting accomplice is to flip open a book and place your finger on a page with your eyes closed. The sentence on which your finger lands will be the opening line of your ad.“Wiggins was Harvey’s pet hamster.”That’s your opening line for the 30-second radio ad you’re about to write for the company that provides your primary income. If your ad makes sense, elevates attention, and successfully sells a product or service, congratulations! You are an improvisationist.Indiana Beagle plans to celebrate the winning scripts in the rabbit hole next Monday.Be sure to time your ad while reading it out loud. Thirty seconds is all you’ve got.There will be prizes, but I’m not sure how many.That will be up to Indy. Some of the prizes will be ridiculous, some will be worthwhile, a few will be sentimental, but at least one will be a scholarship to any Wizard Academy class you choose.Send your 30-second radio script to indy@wizardofads.com before midnight, Saturday, April 22, 2017.Dunk the ball.I know you can fly.Don’t pretend you can’t.Roy H. Williams

Ask a businessperson or a marketing professional, “What is branding?”Go ahead. Go do it. I’ll wait…Did they mention the importance of a having a logo? Did they talk about the consistent use of a chosen group of “brand” colors and a particular font and layout and look and feel? Have you done what they told you? Congratulations! You now have a visual style guide.And so does every other business on earth.The reason I avoid using the word “branding” is because most people think they’re already doing it.Here’s a far more important question: What are you doing to create an emotional bond with customers you’ve not yet met? This is the real goal of branding. But since too many people think they’re “branding” when all they’re doing is following a visual style guide, let’s you and I call this process “customer bonding,” okay?If your visual style guide is successful, people will recognize you when they see you.If your customer bonding program is successful, people will think of you and feel good about you when they finally need what you sell.Now let’s take this discussion to the street:You sell a product or service that people buy less often than once a year.There’s no way to know exactly who is going to need you, or when.This is why you’re investing in Search Engine Optimization and all those keywords. Am I right?So far, so good: now when the prospective customer finally needs what you sell, you’re going to show up…along with everyone else in your category.Let’s see what happens next:Your customer is scanning the results of their search.Do you want to know which company is going to get the click, the call and the sale?Surprise! It’s the company that’s been bonding with customers through mass media.One of the first signs your customer bonding program is working is that your online cost for lead generation will sharply decline and your conversion rate will rise.The SEO weasels will try to take credit for this, of course, by claiming they made some refinements to your keywords or found some efficient new way to target or blah, blah, blah. This is one of my favorite moments.Because I told the business owner this would happen.So when it does, they always laugh.I want you to laugh, too.It’s never too late to start bonding.Lower costs, higher conversion rates, and laughter.These are just the byproducts and side effects.Roy H. Williams

People read books for the strangest of reasons.I recently read a book about a female aviator in Africa in the 1930s.I have no interest in aviation. I have no interest in Africa.But it was a great book.I began reading it after I stumbled onto something Ernest Hemingway wrote in a 1942 letter to his friend, Maxwell Perkins.“Did you read Beryl Markham’s book, West with the Night? I knew her fairly well in Africa and never would have suspected that she could and would put pen to paper except to write in her flyer’s logbook. As it is, she has written so well, and marvelously well, that I was completely ashamed of myself as a writer. I felt that I was simply a carpenter with words, picking up whatever was furnished on the job and sometimes making an okay pigpen. But this girl who is, to my knowledge, very unpleasant,… can write rings around all of us who consider ourselves as writers. The only parts of it that I know about personally, on account of having been there at the time and heard the other people’s stories, are absolutely true. So, you have to take as truth the early stuff about when she was a child which is absolutely superb. She omits some very fantastic stuff which I know about which would destroy much of the character of the heroine; but what is that anyhow in writing? I wish you would get it and read it because it is really a bloody wonderful book.”How can you resist a recommendation like that?Here are a few sentences from the book:“A map says to you. Read me carefully, follow me closely, doubt me not… I am the earth in the palm of your hand.”“Harmony comes gradually to a pilot and his plane. The wing does not want so much to fly true as to tug at the hands that guide it; the ship would rather hunt the wind than lay her nose to the horizon far ahead. She has a derelict quality in her character; she toys with freedom and hints at liberation, but yields her own desires gently.”“The hills, the forests, the rocks, and the plains are one with the darkness, and the darkness is infinite. The earth is no more your planet than is a distant star – if a star is shining; the plane is your planet and you are its sole inhabitant.”Looking down from her plane she sees a herd of impala, wildebeest and zebra,“It was not like a herd of cattle or of sheep, because it was wild, and it carried with it the stamp of wilderness and the freedom of a land still more a possession of Nature than of men. To see ten thousand animals untamed and not branded with the symbols of human commerce is like scaling an unconquered mountain for the first time, or like finding a forest without roads or footpaths, or the blemish of an axe. You know then what you had always been told — that the world once lived and grew without adding machines and newsprint and brick-walled streets and the tyranny of clocks.”Most of the book isn’t really about flying at all. It’s about looking and seeing and living in the world around you.“Toomba’s grin spreads over his wide face like a ripple in a pond… He grins until there is no more room for both the grin and his eyes, so his eyes disappear.”“The trail ran north to Molo; at night it ran straight to the stars. It ran up the side of the Mau Escarpment until at ten thousand feet it found the plateau and rested there, and some of the stars burned beneath its edge.”Writing about a young horse named Balmy, Markham said,“She was neither vicious nor stubborn, she was very fast on the track, and she responded intelligently to training… Had she made her debut on Park Avenue in the middle thirties instead of on the race-course at Nairobi in the middle twenties, she would have been counted as one of those intellectually irresponsible individuals always referred to as being ‘delightfully mad.’ Her madness, of course, consisted simply of a penchant for doing things that, in the opinions of her stable mates, weren’t being done. No well-brought-up filly, for instance, while being exercised before the critical watchfulness of her owner, her trainer, and a half-dozen members of the Jockey Club, would come to an abrupt halt beside a mud-hole left by last month’s rains, buckle at the knees, and before anything could be done about it, roll over in the muck like a Berkshire hog. But Balmy did, as often as there was a mudhole in her path and a trusting rider on her back, though what pleasure she got out of it none of us ever knew. She was a little like the eccentric genius who, after being asked by his host why he had rubbed the broccoli in his hair at dinner, apologized with a bow from the waist and said he had thought it was spinach.”Hemingway was right. It really is a bloody wonderful book.Roy H. Williams

Business Personality Disorder (BPD) is characterized by at least two distinct identities or dissociated personality states that show up in a company’s behavior.BPD emerges when unrelated teams work independently in the areas of (1.) Advertising (2.) Web Presence (3.) Sales Training.If a person encounters your ads, then visits your website, then comes to your place of business, will they feel they have encountered a single personality three times, or three personalities once?Advertising rarely makes the sale. It merely engages the customer in the early stages of a conversation. If the reader/listener/viewer of your ad has purchased from you in the past and had a good experience, it’s possible the ad will cause him or her to make immediate contact with your business.But customers who are less familiar with you will hope to extend the conversation and learn more about you by visiting your website. And they will expect to encounter the same personality they met in your ads.Will that happen?Or will they encounter an entirely different personality crafted by your website team?Does your website continue the conversation begun by your advertising, or does it stand alone, as though that conversation never took place?To what degree is your website disconnected from your advertising? That will be the degree of disconnection experienced by your customer.If by some miracle, the personality, tone and style of your website agrees with the personality, tone and style of your advertising, your biggest problem remains. Will your people continue the conversation that was begun in your ads and continued on your website? Or will they introduce an entirely different company than the one your customer was hoping to meet?Relational Marketing depends on Integrated Messaging.Integrated Messaging begins withWe Believe(Statements that capture the Personality and Promises, Processes and Benefits of your company.)Personality makes the customer feel they know you.Promises make the customer feel secure.Processes give credibility to your Promises.Benefits are what the customer is hoping to experience.(Your Origin Story is essentially the backstory of We Believe. We spoke of this in last week’s MondayMorningMemo.)Brandable Chunks(memorable identifiers and phrases extracted from your We Believe statements.)Deliverables(Advertising, web copy, content marketing, and signature phrases used by your people, all built from the same list of Brandable Chunks) These deliverables include 5, 10, 15, 30 and 60-second radio ads, billboard copy, email subject lines and body copy, digital marketing text, memorable identifiers for truck and van wraps, store signage, etc.)You’d like to see some examples, I know.You’ll find them in Chapter Ten of Be Like Amazon: Even a Lemonade Stand Can Do It. You can read that chapter by following the hyperlink in the previous sentence, or you can wait for the book to be published in a couple of months.The audiobook is in production right now. It’s going to be the first ever of its kind; a business book presented as dialogue.Roy H. Williams

There are two kinds of advertising.The goal of the first is to make yours the company the customer thinks of immediately and feels the best about when they – or any of their friends – need what you sell. This is called a “relational” ad campaign. It works better and better with each passing year.The goal of the second kind of advertising is to cause the reader/listener/viewer to buy something from you immediately. I began my career writing these “transactional” ads. I was good at it. This type of campaign is called “direct response.” Transactional ads work less and less well the longer you run them.Today I write only the first kind.If you have the staying power to build a relational ad campaign, you’re going to need to remember your origins. You’re going to have to write your Genesis Story.There are two kinds of staying power. The first is financial.Here’s my advice: Don’t launch a relational ad campaign so big that you would not be able to sustain it indefinitely. If you say, “I can fund this for 6 months, but by then it needs to be self-supporting,” then you’re spending more than you can afford. It’s impossible to predict the moment of breakthrough, that moment when all your previously fruitless efforts will begin to radiate results like a newborn sun.This is why you have to have the second kind of staying power: emotional staying power. Three or four months into your campaign, you’re going to begin to panic. But the only thing worse than never launching a relational ad campaign is to launch one and then abandon it.Relational ad campaigns are never about having the lowest price. A customer who switches to you for reasons of price alone will just as quickly switch from you for the same reason. And there is nothing that some other company can’t do a little worse and sell a little cheaper.People don’t bond with companies so easily as they bond with people. We bond with people we like, people we feel good about, people we think we know.Here are three examples of well-told stories of origin:“My Dad was a house painter. He taught me to sand and scrape old paint until my fingers were aching and raw. But I wanted to make him proud, so I always worked hard. I’ll never forget the day we opened our brown bags at lunchtime and he said, “Son. I’m proud of how hard you work, but I hope that someday you’ll get a job where you can wear a tie.” And because I wanted to make him proud, I decided to open a jewelry store. I watched as my Dad took his last seven hundred dollars out of his sock drawer to help me get started. But he never got to see that store. He died just before it was open. I lived on wieners and beans for the next 11 years until I finally figured it out:  Lose the tie… And be a regular guy just like your Dad. That’s when things turned around for me. I’ve been sharing the story of that 700 dollars with young entrepreneurs in High Schools and Colleges for years. America’s newest and best Kesslers Diamonds is about to open in front of Cabela’s next to the Rivertown Mall in Grandville. I’m Richard Kessler, and I’m hoping to become your jeweler.”Your origin story doesn’t have to be your first ad. Some of the most successful stories of origin have been introduced after the advertiser had already become a household word.Tom Heflin was a railroad conductor. His wife had a sister. That sister had two little boys. One day she took those boys on a train to Winslow, Arizona to spend a few days with them. Tom took those boys out into the desert to collect rocks. One of the little boys grew up to be a pediatrician. The other just kept pickin’ up rocks. I’ve never been able to explain what got into me that day …but it’s never left me. It has something to do with how the beauty of nature is made permanent, and becomes transferable, only in natural gemstones. Blood-red rubies. Piercing blue sapphires. Emeralds greener than the greenest grass. And diamonds …rocks that are perfectly colorless, clear and pure. Rocks! Call me crazy. Call me naïve. But I don’t think gemstones are here by accident. I think God put them here. And he made them beautiful, and he made them rare, and he made them hard to find, so that you and I might give them as symbolic gifts to those rare and hard to find people who are beautiful in our own lives. You know who I am. And that’s all I’ve got to say today.The power of your origin story doesn’t depend on your category of business.I was a ten year-old boy holding a flashlight for my Dad while he worked on an air conditioner for a customer. His name was Duncan Goodrich. He didn’t talk much. But there’s a certain kind of magic that happens when a son holds a flashlight for his father. I held it steady and quiet and Dad talked to me while he worked. He said, “When a person needs help, you respond right away. Not when it’s convenient for you.” He said, “Always do the right thing. Always do what’s right.” And he said, “The Goettl Iron Horse is a magnificent machine. Nothing else even comes close.” That was the first night I held a flashlight for my Dad but it wouldn’t be the last. A few months later at Dad’s funeral, I realized that every time he handed me that flashlight, he was passing the torch. And my Dad believed in Goettl air conditioners. So I bought the company. Goettl. Gee Oh Ee, T-T-L. It’ll keep you cool, but it’s hard to spell. You can count on us to respond right away and do the right thing… Always. Gee Oh Ee, T-T-L.Search your heart and mind. Find your story of origin. Make yourself vulnerable.Richard Kessler told us that he was once so poor that $700 made a huge difference in his life. The late Woody Justice told us that he believed in God and he believed gemstones are here for a reason. Ken Goodrich told us the memory of his father drives his actions to this day.What’s the story of how you got to where you are now… from where you were?You really need to share that story.Roy H. Williams