Transcription
This is how I reverse-engineered the fact that I got famous, if you like.
What I suddenly realized is I had to talk to a lot of people about what we did who weren't in advertising or marketing. I realized you can't just show them 20 ads because if they're if it's a procurement conference or a compliance conference or whatever, these people are never going to get to make an ad, so it's largely irrelevant.
And so, of necessity, not really intentionally, this is what I mean that most of success isn't intentional, [music] right? Toasting. Of necessity, I stopped talking about what we did and started talking about how we think.
And I suddenly realized, and I realized this even more when I wrote the book, that how we think has an audience and a market that's 150 times larger than the market for what we do.