Why Entrepreneurs who want to ‘Change the World’ should learn from Damien Hirst and Harry Potter


by jeremywaite

Heartfelt criticism of your idea or your art is usually right (except when it isn’t…)

Check out this letter from the publisher of a magazine you’ve never heard of to the founder of a little magazine called Readers Digest:

Personally, I don’t see how you will be able to get enough subscribers to support it. It is expensive for its size. It isn’t illustrated… I have my doubts about the undertaking as a publishing venture”.

Of course, he was right–given his assumptions. And that’s the except part.



Criticism of your idea is usually based on assumptions about the world as it is. How was the publisher to know that the world would change it’s reading habits and turn Readers Digest into a multi-million dollar empire.

Think about Damien Hirst for a second. The world’s richest living artist. He could never have made it as an artist in the world as it was. He was one of the first modern artists to sell directly to buyers (cutting out the dealers and auction houses).

He also took the unprecedented step of having a price list of his obscenely expensive creations without explaining the logic of their existence to justify their price tag – fine art, cows in formaldehyde, bottles of religious drugs, diamond encrusted skulls… He broke many barriers to clear the way for a new generation of artists who now don’t know any differently.  In the beginning though, Hirst himself was written off by the art world because he was too rock’n’roll!

  • Harry Potter was rejected by just about everyone because for it to succeed the way kids read would have to change.
  • Starbuck’s didn’t listen when they were told, “No-one will pay $4 for a cup of coffee. Not even in New York”.
  • Analysts said that the world’s biggest book retailer needed to be on every High Street. Apparently no-one told that to Amazon.

Big ideas are always resisted initially because things need to change in order for them to succeed. Leer más “Why Entrepreneurs who want to ‘Change the World’ should learn from Damien Hirst and Harry Potter”

Please don’t tell my mum I work in advertising. (She thinks I play the piano in a local brothel).

For Advertising : According to David Ogilvy

“Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production“.

Against Advertising : According to Jeremy Waite

“Advertising encourages us to buy stuff we don’t need, with money we don’t have, to impress people we don’t like“.

The advertising industry gets a tough ride. Now don’t get me wrong – I LOVE the industry. I’ve worked in it for over 14 years, but I do think it’s important from time to time to assess exactly what it is that we marketers / entrepreneurs are all trying to achieve (and why).

Advertising has developed a bad reputation in recent years but it also shapes cultures, it affects society and it grows brands. But because advertising has proved so successful over the years, it has become this incredible thing that our entire economy can’t live without.

Am I saying that we should live without advertising? Nay, nay and thrice nay! But do I think that our motivation for selling things is wrong? Much of the time, yes.


by jeremywaite

For Advertising : According to David Ogilvy

Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production“.

Against Advertising : According to Jeremy Waite

Advertising encourages us to buy stuff we don’t need, with money we don’t have, to impress people we don’t like“.

The advertising industry gets a tough ride.  Now don’t get me wrong – I LOVE the industry. I’ve worked in it for over 14 years, but I do think it’s important from time to time to assess exactly what it is that we marketers / entrepreneurs are all trying to achieve (and why).

Advertising has developed a bad reputation in recent years but it also shapes cultures, it affects society and it grows brands.  But because advertising has proved so successful over the years, it has become this incredible thing that our entire economy can’t live without.

Am I saying that we should live without advertising? Nay, nay and thrice nay!  But do I think that our motivation for selling things is wrong?  Much of the time, yes. Leer más “Please don’t tell my mum I work in advertising. (She thinks I play the piano in a local brothel).”

19 Reasons Why I Love Manchester City

Manchester City Understand Social Media

“I think this is due to how the club perceives itself within the footballing world. Some clubs may see themselves simply as a brand that exists separately from the day-to-day lives of their supporters and because there are no real direct revenue stream, do not see the value of social media.

For various reasons, others may feel that social media is not a worthwhile endeavour for them and somewhat of a minefield that is best steered clear of. At City we’re proud of the way that the club is able to reach out to supporters and we’re proud of the way the fans have reacted and embraced what we’re trying to do.

We’re also keen to ensure that the club remains at the forefront of new developments in the field of social media whilst it is imperative that the club’s soul, the very reason why people fall in love with Manchester City, is retained”.


by jeremywaite

Manchester City Understand Social Media

“I think this is due to how the club perceives itself within the footballing world. Some clubs may see themselves simply as a brand that exists separately from the day-to-day lives of their supporters and because there are no real direct revenue stream, do not see the value of social media.

For various reasons, others may feel that social media is not a worthwhile endeavour for them and somewhat of a minefield that is best steered clear of. At City we’re proud of the way that the club is able to reach out to supporters and we’re proud of the way the fans have reacted and embraced what we’re trying to do.

We’re also keen to ensure that the club remains at the forefront of new developments in the field of social media whilst it is imperative that the club’s soul, the very reason why people fall in love with Manchester City, is retained”. Leer más “19 Reasons Why I Love Manchester City”

John Maxwell on Leadership: “Follow Me, I’m Right Behind You…”

Not too long ago I went to a seminar just to hear someone because I knew he charged $100,000 a day to speak. What could anyone possibly say to justify that kind of rate?

Was he going to deliver a few long and eloquent speeches? Was he going to regale us with tales of celebrities and presidents? Maybe he’d spend 5 hours telling us how he became so successful I thought. I hoped not. I could read that in one of his many books. What I was hoping for was that he might actually say something genuinely remarkable. Something life-changing. Perhaps even just one thing that I could take away…


by jeremywaite

Not too long ago I went to a seminar just to hear someone because I knew he charged $100,000 a day to speak.  What could anyone possibly say to justify that kind of rate?

Was he going to deliver a few long and eloquent speeches?  Was he going to regale us with tales of celebrities and presidents?  Maybe he’d spend 5 hours telling us how he became so successful I thought.  I hoped not.  I could read that in one of his many books.  What I was hoping for was that he might actually say something genuinely remarkable.  Something life-changing.  Perhaps even just one thing that I could take away…

Leer más “John Maxwell on Leadership: “Follow Me, I’m Right Behind You…””

The Top 12 Celebrity Marketing Articles from Sex, Brands & Rock’n’Roll


by jeremywaite

Over the past 6 months I’ve lost a lot of sleep writing some great content for my book “Sex, Brands & Rock’n’Roll”.  A brief look over the proofs reminded me of some great posts you may have missed. Enjoy…

  1. Marilyn Monroe : Marketing the Greatest Sex Symbol of All Time
  2. Be Like Che Guevara : Start a Revolution in Your Business
  3. The Ramones, U2, Take That, Joy Division & Lady Gaga on Branding
  4. How Will JFK’s Name Be Remembered?
  5. 8 Reasons Why We Are So Obsessed With Celebrity
  6. How to Build a Superstar Brand like Michael Jordan
  7. Why Einstein Was NOT a Genius
  8. Are Size 16 Supermodels like Crystal Renn a Step Too Far?
  9. Why Didn’t Walt Disney Believe in Recessions?
  10. Why Does Patti Smith STILL Inspire Everyone?
  11. Tiger Woods To Climb Mount Everest
  12. If Your Product Was Amazing, You Wouldn’t Need to Pay for Advertising
Jeremy Waite   |   www.jeremywaite.co.uk
Enhanced by Zemanta