BOLD Truth #14

Maya Angelou once said: “You can’t use up creativity. The more you use, the more you have.” I have found truth in that statement. During times when I have not practiced my trade (or engaged in creative hobbies), I tend to get rusty. But when I’m in the thick of copywriting, or designing bonsais, or painting, or writing lyrics, it seems creativity flows far more easily. Hence, my personal mantra is to “be Christ-like and creativity engaged.” I’m not perfect at either. But life is more joyful when I’m trying.

BOLD Truth #13

Contrary to popular opinion, curiosity did not kill the cat. It made the cat more wise and adept. Curiosity, in fact, is the trait of the most successful creative thinkers.

BOLD Truth #12

Each of us is a brand. And good brands, just as in the world of marketing, can typically be described in a handful of words. Harley Davidson represents “mature rebellion.” Charmin’ is know for being “squeezeably soft.” FedEx is “absolutely, positively overnight.” Volvo means “safety.

So what is your brand? Are you the loquacious one? The tall guy? The near-genius? The God-fearing person? The true friend?

This issue came to the forefront when a mayoral candidate in our city asked me for help with her communications and messaging. We first had to figure out her brand — and it was essentially that she is the “kinder, gentler, compassionate candidate.” Despite the fact she’s a politician, that brand description fits her perfectly. And so I wrote headlines and ad copy that communicated that persona. Funny, but in this day of angry, divisive politics, voters seem to appreciate that brand essence. She beat the incumbent mayor by a 2 to 1 percentage in the primary election. We’ll see what happens in the November election — but, in the meantime, she will be true to her persona, no matter how angry and accusatory her opponent gets. “To thine own self be true” wrote the famous playwright. The best brands do that, and communicate it with specificity, a creative twist, and consistency. And, usually, people like to “do business” with people/brands they like…the kind that are fun, engaging, friendly and real.

BOLD Truth #11

Once again, the Super Bowl arrived with a flurry of expensive ads. And, once again, most of them we’re forgettable. A sad waste of millions of dollars. However, there were a handful that exhibited the traits of effective, memorable advertising — namely relevance, humor, an unexpected twist, emotional power and/or exquisite imagery. Hats off to the talent and guts of those who created ads with such attributes. Intelligent creativity, I call it. And it’s not easy to come by. But when it happens, it results in the kind of advertising that gets talked about — which is the best kind, because that publicity is free.

BOLD Truth #10

God is in the details of our lives — even in our professional lives — if we allow Him. Let me explain.

I retired this year after a 44-year career in advertising. It’s a profession I have thoroughly enjoyed (95% of the time). I’m immensely grateful for it. But I didn’t find this career easily. While attending BYU, I plodded through three different majors before finding my way to advertising. In the process I agonized over what I could do well for a living, and what would suit my talents (such as I had). I prayed like crazy, as well. And then agonized some more.

One day, while contemplating that topic as I strolled through BYU’s campus, a very clear voice in my mind suddenly told me to visit the administration building to my left and I would find answers. The instruction was jolting in its clarity. And it was like Heaven was thumping me on the noggin. In reality, it turned out to be an answer to prayer.

I walked in the admin building, immediately noticed the sign pointing to the vocational counseling center, and headed in for assistance and testing. A week or so later, the results of my tests were available. The counselor, after reviewing the test results with me, summarized them by saying something to the effect of: “You would be best suited to be a funeral director, or to go into advertising.” There was no funeral direction major at BYU, so that made the decision easy. I thoroughly enjoyed my first advertising class — it was the perfect combination of design, writing, creativity and communication strategy, all of which I enjoyed.

Since then I have been blessed to professionally interact with countless good people — agency associates, vendors and clients. I have many fond memories of this very satisfying profession. And, thankfully, I was blessed with enough success to sufficiently support a wife and five kids. Bottom line, I’m particularly grateful for God being in the details of my life. #GiveThanks