This is the great thing about America. Here people, no matter what station they are born into, can become anything they want to be, provided their ability and their self-image let them go there. That’s why every year hundreds of thousands, if not millions of people go marching into printers to have their dreams heat-embossed onto business cards. Many of them go in knowing no more about what they dream to be than we knew about advertising. But when they leave, the number who succeed is so great that never in the history of man have there been so many jobs created, such wealth produced, and so many dreams realized as in the era in which we live.

Some sneakers companies have sought to exploit this magic, urging people to “just do it” or telling them, “if you dream it, it can happen.” This is true, but a bit misplaced. Throwing balls in baskets or running repeatedly around the park doesn’t make you great. (I’ve nothing against running; I do it three times a week, and am, I hope, in much better shape for it.) Going out to achieve your true dreams is what makes you really great, and I think this happens much more often at the print shop than at the shoe store. And while I believe our society uniquely encourages and fosters this self-reliance, these dreams are fulfilled and can be fulfilled nowadays not just in America, but anywhere where the spirit of free enterprise and self-reliance has spread.

We found out, however, that there are a few other things you need when starting an ad agency. Creativity we believed we had, but agency recognition was something we lacked, not to even mention clients.

We thought all you needed for success was a great idea. But, like the framers of the American Constitution—the greatest man-made document ever written—we discovered it takes more than the idea. You have to establish legitimacy and a track record or no one will take you seriously. Unfortunately, though, this is the ultimate catch-22. You need clients to get clients, and you need to be a legitimate, recognized ad agency in order to make money in the business.

Legitimate agencies place ads for their clients. In exchange, these agencies are rebated 15 percent of the cost of the advertising by the print, TV, or radio media in which the ads appear.

We knew what it took, but no newspaper, magazine, or TV station had ever heard of us, and without the stamp of approval of the media, an ad agency is just an idea. Crest toothpaste or Coca-Cola do not actually pay their agencies to create ads; the agencies make money every time the ad runs. Small publications, which are eager for advertising, will recognize fledgling ad agencies and happily rebate 15 percent, but the New York Times or CBS do not automatically acknowledge that you are what you say you are, or what you believe you can be.


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