“Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency. You aren’t advertising to a standing army; you are advertising to a moving parade.” – David Ogilvy (1911 – 1999)
The above quote by David Ogilvy, hailed as the Father of Advertising and an early titan in the advertising industry, is one that I discovered in a technical writing class sponsored by my employer at the time, Proctor & Gamble.
Ogilvy’s remarks were directed to the employees of Ogilvy and Mather, however, I have applied it a few times in my career, and am choosing to do so once again. I am in need of restructuring my professional life and this chess board that I call work. While I am doing that, the plan is to continue creating new content for A Bridge for Business & STEM. However, I plan to periodically re-issue some of my more popular posts.
Why? Over the past three years my base of readers has diversified and is not a standing army, but a moving parade. A Bridge for Business & STEM also has some good content that is worth re-sharing.
In business and STEM, when you find a system that works, you may tweak it but you don’t toss it unless there is a very good reason to. For that reason repeat your winners should also resonate with you.