The small book is full of big advices and anecdotes based on real time events. There were many assumptions that Mr. Lois is “the original Mad Man”. For starters, his opinion on the subject:
No, Mad Men is not the accurate depiction of advertising in the 1960’s. The more I think about Mad Men, the more I take the show as a personal insult. So, fuck you Mad Men – you phony, “Gray Flannel Suit”, male-chauvinist, no-talent, WASP, white-shirted, racist, anti-semitic, Republican SOBs! Besides, when I was in my 30s I was better-looking than Don Draper.
In 1959, Think Small was the big idea that sold a Nazi car in a Jewish town in a New York nanosecond. Six months later, Mr. Lois convinced Mr. Koenig to walk away from DDB together and start their own company. And that was the start of a wonderful era for the art of communication. Here’s a reminder:
What if we can get Bob Dylan to write a protest song and then perform a concert at Madison Square Garden?! Sometimes “what if” can become a reality. Admittedly, a great deal of wishful thinking comes into play but conjuring outlandish “what if’s” and making them come to life … that’s creativity.
The author finishes up with the ultimate advice by William Ernest Henly: “You are the master of your fate, you are the captain of your soul.” There is so much passion in his words. My advice would be to read it.