jeremyparnaby

Perception vs Reality

In God Squad, Small Man, Big Ideas, Wannabe CEO on February 7, 2011 at 5:36 pm

My Chairman in NYC always carries a copy of the Old Testament with him and frequently regales me with texts from it, particularly when he thinks we’re not making enough money. Who says you cannot serve God and Mammon? But that’s another story for another post.

I myself am not so religiously inclined and prefer to keep Bertrand Russell’s The Problems of Philosophy in my inside pocket. I didn’t deliberately choose this book to wind up my boss just because Bertie boy was an avowed atheist. No, this particular book is a favourite of mine simply because it deals so eloquently with a subject at the heart of our beloved advertising industry, namely: what is perception and what is reality? I find that re-reading that first chapter in which Russell questions the very existence of the table upon which he’s writing to be a great mental warm-up prior to a brand strategy meeting. Suddenly the humble can of baked beans on the table in front of us seems so much more profound, worthwhile and packed with contradictions. Are they beans or just an idea of beans? (Warning note to wannabe CEOs: if you buy this book, handle it with care. Most clients will fire you if you argue that their factory full of shaving foam doesn’t exist.)

But do go buy it, read it, digest it and embrace Bertrand’s simple truth that nothing is what it seems. What better justification is there for your own existence if not to tell the world what things really are? To most Americans the Beetle was an ugly bug of a car. To Bill Bernbach it was the future of efficient, reliable motoring.

Your turn. What is this book?

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