YouSaid · the spoken record

Chris Beresford-Hill

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172
first
2024-01-11
most recent
2024-01-11
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1
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podcast

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  1. “My hope is that we continue to bring great people in because that's the only way it's going to be vibrant and exciting. And by the way, otherwise, you're just going to have horrible ads on TV or whatever screen we look at. So it's kind of like, let's get good people in this industry so that we don't have to look at horrible marketing in the future.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  2. “First of all, thank you. The best place to find me is LinkedIn because I tend to post a lot about creativity and work and work that we're doing and work that I find inspiring. So it's a good place to engage. And I hope anyone out there, we were talking before we started that when I was 21, a career in advertising was one of the few options for a creative person. Today you can self-publish, you can become an influencer, you can write your own movie, you can publish your own novel. It's not as attractive, but I hope we continue to attract the best talent and I hope people do pursue it because it's a really fun job. You learn about all kinds of different businesses. They tell you all their secrets about why things aren't working, how good their product really is. And you get to come up with ideas to solve it. And if you hit it, you know, you get to put them out into the world and get your ideas in front of hopefully millions of people. And I think it's probably a career that doesn't seem as illustrious as it used to be.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  3. “It would remind me every day that I'm not living a routine, but I'm here to see what I can do and what people around me can do. And how can we, I don't like the word maximize because that sounds maybe a little functional, but like, how can you fully express in life by taking chances, by believing in yourself, by trying new things? And it can mean anything to anyone, but it's just that reminder of I'm not here to do what the plan is today. I'm here to see what's possible.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  4. “First thing is, I would request the billboard location would be at my house because I want to see it every day. Whatever matters to me is probably the thing that I need to be reminded of more than I need to broadcast. But I would just say in the spirit of creativity and living an interesting life, see what's possible.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  5. “I think so. I think it was a clear lesson that a lot of things we thought mattered don't matter. So maybe we need to be a little more amenable to. Feedback and suggestion, you know.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  6. “Ask yourself if you're feeling a certain way. Does it really matter? Is it really changing things or are you just caught in the weeds? So that was a big lesson for me to get outside of my own attitude about stuff.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  7. “Off it because this is it's garbage because maybe of our egos, the 30 battles we lost along the way, that must have meant was crap, you know? And so maybe it was subconscious, but we never made that phone call, even though we intended to. I think we got busy. So we didn't ask for our names to be taken off of it, but we intended to. And then it aired with no fanfare on a playoff baseball game in October that I wasn't watching. The ad was not on YouTube. Someone videoed it on their phone, maybe on their DVR, uploaded it to YouTube and by the morning it had over a million views. I don't even know how anyone found it. I don't even know how you could search it, but it just kind of went through the roof because it touched the thing that we wanted to touch where everyone felt, God, I would do that for someone or I pray I have people around me that would do that for me. But we missed the whole point because we were so caught up in the 30 things we lost. We missed. The story was still intact and it was still good, but we were obsessed about our own personal experience on it that made us lose faith in it. And so it's just that constant reminder to like step back.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  8. “Of saying, okay, we hear you, let's go back and rewrite it. We tried to push back. We tried to win the fight. And as I think I mentioned from my Adidas experience, you can't really win these fights. You've got to play it collaboratively and forward. But we ended up basically just every single thing was a fight and ultimately we lost every fight. And it got to the point where, you know, the director was challenged and the casting was challenged and the wardrobe of one of the actors that wasn't even the lead actor was why would you choose green shoes? And we like green shoes, but it didn't matter. But we lost. And then they weren't green shoes. And there was a red stripe in the gym. And why is there a red stripe? That's Budweiser's color. And we're like, it doesn't matter. And then instead of just saying, we'll change it. We'll paint it out. So we fought everything we lost everything. And we just felt like such losers by the time we were done. The music wasn't the track we liked, the set of words had to be rewritten because it wasn't right. And we were so down and we were so miserable and sad that when it got released, the three of us said, we're going to take our name.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  9. “Was what's a story you would tell that you would wish you could do that for a friend or if your friends did that for you, that would mean everything. So it was just kind of writing that way. So it's very simple. And that was what was pitched. And that's probably what anyone who saw the ad saw. But what happened was our experience making it was not great. We were pretty hardheaded at that. I was right around the foot locker time where we were maybe a little more rambunctious and a little fighty. And we had a client that also was a little rambunctious and fighty. And I think early on, for whatever reason, I think there was a sense of distrust that wasn't solved when we were going to produce the ad. And for whatever reason, we didn't quell it. We fought it. So we brought forward the director we wanted and the client didn't like something about the director's treatment. The director will write a synopsis of how they plan to tell the story.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  10. “So, in the ad, a group of, it's almost like you start in like a Nike ad or in a scene from the movie Murder Ball, which is a movie that features wheelchair basketball, you're just in a really intense game, a wheelchair basketball, and you get seduced into it. You follow the team down one end of the court to the other, and you think it's all about performance or drive or what these guys are doing as the game resolves the surprises that nine out of the ten guys get up out of their chairs to leave the gymnasium and then one friend is still in the chair and you understand that this group of friends all participated in wheelchair basketball so that they could play with their friend who's in a wheelchair. The way we got to that, so the line we had was made of more for Guinness and it was simple. It's one of those great lines where the beer itself is complicated, but also it's maybe a drink, maybe someone who wants to feel like they're of more substance or that there's something more substantial in that moment would choose. So the brief we gave ourselves.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  11. “Kanye is easy, but we'll save that for another time. The wheelchair basketball one, because there was a good lesson in it, which is so Dan, the partner I mentioned and another guy named Tom Kramer and I pitched that ad.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  12. “And I was like, God, that is such Fun intel to get from the front line. And I swear we were like, should we call like bleacher report and tell them this? It's so people, sports fans would love to know that.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  13. “And then, and so he went to Batford and he went and he negotiated. Our client negotiated with all those athletes and people. A little side story, which for any sports nerds will be really fun as we filmed the Brett Farv segment in Hattiesburg, Virginia. So Dan went down there with the camera crew to pick that up. He gave us half an hour because he was a high school football coach in his first season retired. And he famously had hung on to things in Green Bay. And kind of, as the story goes, prevented a young Aaron Rodgers from ascending and taking the starting quarterback spot year after year. And so there was tension there. And that was famously or in the press of bad relationship. And Dan calls me from Set and he says, I was just standing next to Brett Farv in between shots. And I saw him open his fantasy football on his phone. And Aaron Rodgers is his starting quarterback.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  14. “So, one after the other, everyone said you can't bring this to them because this is going to cost a bajillion dollars. They're never going to do it. This is not, they asked us for something simple and you've given something incredibly complicated. And this is, I would say, kind of halfway through my journey. And there's probably a period usually around the halfway point where you're like maybe a little more arrogant than you are later and in the beginning. So Dan and I just went, nah, we're going to do it. And so we got in such a blow-up fight with our account lead that he said, well, you know what? You're going to tank this whole thing and I'm not going to go to the meeting. And so we went, sounds good. So we went down to the meeting by ourselves without our business partner who forsook us as a matter of pride and principle. And we presented it to this guy, Jed, and he went, I fucking love it. Let's do it. So, you know, you've got to take your chances. There's no shame in it. And we would have had, you know, and he knew, and Jed knew we would have had the back. We can write him a cheap ad, but if we have a great one.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  15. “2012 kind of joke. Dennis Rodman, what did we all want to see? He was at an airline counter and he buys a one-way ticket to North Korea. They're like, that's never going to happen. And they're like, but wait, there's more because Brett Farav would refuse to retire. So Brett Favrev is going to make a joke about retiring. He's at a diner and he's got a piece of pie and he hands it back to the lady half-eaten and says he's time to stop.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  16. “You know Models. We all grew up on Long Island. He also founded a basketball magazine called Dime Magazine. He had other interests besides just marketing. So he's kind of came things from a cultural place. So sometimes we would show him ideas that got to the bone of sports issues or athlete issues and he always championed it. So this was our first kind of big campaign. And we overswung the fences like crazy. Like there was maybe, you know, money for a cameo and an ad. And instead, we came up with this cockamame idea that for this one week foot locker was putting out the very best shoes. They were just going to stack it one day after another. And the client who called it the week of greatness. And so we had written an ad that said, you know, basically what's happening at Footlocker, it almost feels like with all these shoes coming out, it feels like all is right in the world. And then we leave that scene and we go and we see a bunch of wrongs be righted and impossibilities happen. And so we wrote the script and it had Mike Tyson.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  17. “On this prompt. This is, it's like you're in my head, Tim, because this you've just connected it, and maybe you already know where it's going. But my creative partner, when I was at BBDO, was a guy named Dan Lucy, and he and I, he's my best friend and, you know, and for eight years, I spent more time with him than I spent with my wife sharing an office and finishing each other's sentences and fighting all the time too. And we had a new client in Footlocker, and their aspiration was to not be this kind of transactional house of brands, but for holding the footlocker bag to mean something. And so that we knew there was big ambition there that we had to, it wasn't just about like the shoes that weren't in stock. It was about trying to make the brand cultural. We worked together on Footlocker for about five or six years and we created an ongoing campaign where we got celebrities and athletes to make fun of themselves and kind of play it close to the bone. So part of this is we had a great client, a guy named Jed Berger, who he didn't come up from traditional marketing. He'd come from Models, which is an East Coast sports store.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  18. “Some of the best things we've ever gotten away with have been a lucky strike extra or saying, okay, here's the thing you asked for. But by the way, I know this would involve getting a few celebrities or opening the coffers, but what about this? And I think once you've taken the defenses down by showing what's within possibility, you buy yourself goodwill and permission to bring a crazy idea and you're going to be sharing that crazy idea with someone who's not nervous about what's to come. They're going to enjoy it. And so by and large, you can get there with that. But yeah, I think you've got to cover your basis first or else they'll be pissed at you.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  19. “Exactly. You know, there's no hard and fast rules. I think the nice thing about working at big agencies with big brands is my experience has always been if the idea is good enough, there's always more money. I think I can say that without getting in trouble, but it's true. And then I think creative people, we need the constraints to push off against, to have ideas that have tension and that are going to be effective. So I think we try to know as much about that going in as possible. And sometimes you'll have a $10 million idea for a $1 million budget and it's tragedy because it would be amazing and they would probably get great ROI on it and it might make economic sense. But sorry, I am quoting everyone and their mother, but another one of my mentors, Rob Riley, who's the chief creative officer of the WPP holding company, always says no client ever fired you for bringing extra ideas. And so I think it's a great line.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  20. “But you said the two things, and I mean, these are the power of our direction, right? To pull you into a world, to show you something that's interesting or attractive is incredible. And it still feels like art. People, you know, great art directors do not do it scientifically. They have principles, but they're expressing and exploring. And then the other thing is also the magical set of words that can sell you someone I used to work with, one of my mentors, Rob Schwartz, used to be the chief creative officer at TBWA in Los Angeles back in the day. He has a saying that I repeat to everyone, which is clients by words, you know, we can come to clients and assure them that we can deliver across every social channel and every asset and do all the strategy research, but ultimately we're going to give them a set of words that tells them who they are, who they can be, and who they are to their consumer. And those magical words are kind of everything. And no matter what changes in the industry, clients buywords and consumers like me buy words too. Totally.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  21. “No, I'm an idiot. And I forget, no, and probably 10 times a week I see things where I'm like, that's good. And then I remember one of them. And if I was a smart man, I would have a notebook with me at all times or I would put it in my stickies. And after this conversation, I'm going to collect them because now I'm conscious because I see things all the time. And I'm like, and that's, you know, they come up at random times, but I can't call on them. So I would like to collect better.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  22. “And I just You know, like coming out of that pandemic when everyone's like, everything's going to be different. Just that statement, talk about communication, that kind of a subject line on an email. I'm like, I will go there every week then. As long as you're open, I'll go.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  23. “So, the reason I went, by the way, too, was like everyone, the pandemic really was challenging. And I used to like Balsazar, but I didn't love Baltazar. And when New York reopened, a lot of restaurants kind of popped out their alfresco, their outdoor cafes and things like that. And I would always walk by Balthazar and it was boarded up, boarded up, boarded up. And the owner, Keith, waited until you could do full occupancy indoor before opening it. And when he opened it, he did a post. And I didn't realize how much I missed it, but his post said Balthazar is open and it will never close again.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  24. “Well, I think sometimes you ask about what something you bought for under $100. Had a big return, and you know how work is you get caught up in things and you have your plan for the week, but then you wind up responding to real time and conditions and you just never know where it's going to go. But I go to Balthazar restaurant in Manhattan on Spring Street. And I take one of my mentees, I go with one of my mentors, I go with a peer who I get a lot of energy from or an old friend that I haven't caught up with. The build, no matter how you do it, is always under $100 with TIP. And it's always the best $100 I spend every week. It's the best thing and I'll never change it and I'll, even if I'm down to my last hundred dollars, I will go have breakfast with someone.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  25. “I've seen it. It ends with him in the class. He's in the classroom, right? And he kind of with the teacher and he's, oh, yeah. And he's amazing.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  26. “Everyone you meet that there's a long term potential future there. And that's like a thing you would forget to do, but if you reference something in the future or some minor things like that that you're like, oh, that can make all the difference. And I understand having been on the receiving end of those kind of behaviors, it's just great stuff. But that one like, that's one of the few things that I reread every year for the last two, three years.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  27. “Think for leadership, for sure. So if anyone's stepping into management. But I also find it's good, I would imagine I would have loved the book if I wasn't a manager, just to understand the kind of culture that I want to be part of. Obviously, we're all students all the time. So I think there wouldn't be any harm in imagining if you were to lead something or if you were to have total control, what kind of culture you'd want. But definitely if you're in leadership or you're stepping into leadership or if you're stepping into a new role, you know, there's just the simplest things you could do to show that”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  28. “I think you would not only love the book, but you would love talking to Daniel about that book because I don't like business books and especially when things become dense and theoretical, I get lost. But he went and spent time in like 10 incredible high-performing cultures that are all different from like IDO to the San Antonio Spurs to the Navy SEALs and just identified what makes people feel like they belong in those and what gives people the psychological safety to do their best in those environments. And you read it and you'll get confirmation bias like, I do that. That's great, or you're reminded I need to do that. Or there's things you never thought of.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  29. “So that book is probably a life saving book. And then the other one that I love, and I know you know this book, but the culture code by Daniel Coyle.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  30. “In my 20s, I smoked cigarettes and I was hopelessly addicted to them. And I don't know how I found the book, but I read it. And it told me bit by bit all the reasons why I thought I had to keep or why I would hang on to it. And it dispelled them one by one. And it was kind of romantic. And then there's like a chapter and it says, go outside and have your last cigarette. And I went outside and I did. And then I finished the book and I never smoked again. And I talk about it sparingly because the easy way is kind of usually a red flag of anything. But that's what I love about it. If you look it up on Amazon, the reviews are in. It is like five star for thousands. But I've given it to like four or five friends and all four or five of them just read it and never smoked again.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  31. “Yes, and I love this question because I find those are the things I always jot down when I hear what people gift. Two of them, one of them is called the easy way to quit smoking by Alan Carr. Have you heard of this”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  32. “Not the best things You want to get a lot done, and you need to be tired out a little bit to be a little bit normal about it. Because if you're going full energy, you're doing what's in front of you and you're freaking out about all the other things you could, should, might. And when you're just a little taken back a little bit, I'm more present. It's great.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  33. “Where you're just dropping the deck and jumping over stuff and banging your ropes, and the heart rate stays up the whole time. And so the first time I did it, I stepped out of class after 10 minutes because the warm-up is really intense cardio and I vomited in the locker room and I stayed up at night staring at the ceiling being like, I can't let this thing get me. And so I came back the week later. And the week later, and it kind of pulled me in. And now, you know, me and a fairly regular group are there five days a week, six days a week. And then we do other stuff. But that has been such a gift for me because I'm just You know, I used to walk around in between meetings and I'd be like, should I run? Am I like, am I using my time well? Like what I would just ruminate on all the things I could be doing wasn't doing. And something about really beating myself up in the morning, I don't expend the energy worrying about all those things. I just focus on what I'm focusing on. So it's made me normal.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  34. “And I got so upset that I looked up hardest workout in New York. And then like, bing, there was like this one-off gym called Tonehouse. And I went that day on New Year's Day. They were open. The founder is a guy named Alonzo Wilson, and he played D1 football and played a little pro football. And when he stopped playing, he missed the practices. So it's a lot of the way I describe it to Franz is it's like a one-hour underarmor commercial that you're in.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  35. “The gym in New York City called Tonehouse, and there's just one of them. And I used to exercise in college and I was in pretty good shape. And then I got to doing a lot of writing and drinking beer and doing writing. And I kind of let it slip. And I think around 2015, back when people would upload Facebook albums the night after you did anything, I went to a New Year's party and there was like a picture of me on New Year's Day. And I was leaned over like a table of food. And I swear in my head, I look like Alfred Hitchcock or something. It was like the way my jacket looked how it was open. It came out on this huge thing.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  36. “But then the other part of it about being a beast and the constant pressure is I've figured out that I can't meditate. It's something I'll get to later in life, but I think I'm sit still. I can't be alone in my thoughts. And so I discovered that instead of turning the dial down to zero, I found also that hard fitness is another meditative. Instead of going down to zero, it just puts me at a 10. And so every morning I go do a similar workout that gives me almost like an existential crisis so that by the time I show up at work, whatever this kind of fog of anxiety that I used to live in, it just burns it off. And I just, I'm so calm for the rest of the day because I've already been through something tough in the morning.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  37. “And you're like, wow. So I have an imaginary father that comes in and says that to me every time because that's just its permission. Permission to stop thinking about the totality of it and permission to do the littlest bit. The other quotation that I love, I don't have a ton of quotations, but the great Arthur Ash said, start where you are, use what you have, do what you can. And that's so fantastically empowering because it's saying that you're in a good enough spot and you're off the hook for anything more than that, you know?”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  38. “That whole thing, everyone has a version of that, and he's there. And I think in my version of the story, he's like crying at the table with all that stuff. And then good old dad comes in and goes. Just take it bird by bird butt. Take a bird by bird.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  39. “I don't remember a single thing in the book except for the titular story. And that story was, and I think about it all the time. So the author's little brother had to write a report on the birds, and he had books open and printed out essays everywhere, and he was in a full meltdown and panic.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  40. “Interesting that you bring that up because I work with some of those people that are, I don't know if they sleep. And I'm sensitive and I need sleep. And so I'm very aware that I'm not like a full beast. So there's two actually, the question as you phrase it, there's kind of two answers that are different. But I read a book. I know you know this book called Bird by Bird. Oh, so good.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  41. “And again, and then even the cause technique of just start writing sentences and finish them. But I think it's knowing yourself and knowing your interests and then using avenues. So what things you're into, put it through that lens, but it's just, it's a forcing exercise and it's really uncomfortable. It's really, really uncomfortable because the more you get out, you will find one thing I have found, and I don't think it's just me. I've talked to friends about it, is that four hour, five hour, whatever your big dump is later, you will have new ideas and things, but the biggest treasure trove you'll ever have is when the challenge is fresh, when your brain is first trying to put it together, and the more you get out of that moment, the more you're paid back later.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  42. “Well, you know, Writer's Block doesn't really exist. You think it's block, but you clearly you can. It really is like a game of tricking yourself. So like, say Sally is trying to come up with ideas. Sally, what are your five favorite movies or directors or writers? Okay, what would each one of them do? It's just coming up with a new challenge or a new way to approach it that fools you into coughing something up. And then again, I'll go as far as then what's the absolute right thing to do, what's the absolute wrong thing to do, what would I do if I thought this whole thing was a big joke, if I wanted to make fun of it?”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  43. “So he made, after that really painful departure from the tonight show, he had a non-compete. So he threw a comedy tour. And so he allowed it to be documented. And you see that this guy is a creative animal that coming out of what he just came out of, or you must be so damaged and wounded, but he throws himself right into another enterprise and they're writing bits and skits and they're staying up late at night the night before a show to rewrite it and just seeing the obsession in the craft of it. You're like, I watch the thing and I'm like, I do not work hard enough. And you see the euphoria and like slap happiness around all of it when you really push yourself to that man really pushes himself to his limits. And you watch that and you're like, I just want to go and write something after I see that. So those things.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  44. “Alica almost breaking up and working out their shit as they come up with the black album. And it's amazing. And you don't have to like Metallica to love it, to see, are you more of a Lars? Are you more of a James? Who do you side with here? So that's an amazing study on high performing creative team dynamics. And then the last one and the most underrated is Conan O'Brien Can't Stop.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  45. “He's like the writer writer out of the two of them. And once they've got the story down and he has to like write the script, he has his assistant go get him extra value meal from McDonald's because it's just so hard after all that to sit down and then hammer it out. And you know as a writer and I know as a writer, sometimes you're like, I know I have to do it, but I don't want to. So even watching him like bribe himself, watching one of the most dynamic, prolific, edgy writers, like he has to fool himself into it. And by the way, sometimes when we make commercials, we have to make little animatics like little board omatics, like rips. That's considered a chore. That whole show is abortomatic when you watch how they make it. So it's so inspiring to see those two power through and there's just a ton of stuff that you can relate to. The two other ones I love, I love the Metallica dock, some kind of monster because it gets into doing creative within a team and chemistry and how challenging that can be. And that documents metallic.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  46. “Journey, or like even to understand what it's like. There's three video bits of content. We were chatting about them earlier. Number one, South Park Six Days to Air. You know, looking at the pressure these guys are under to come up with and do a show. I don't know if it ages well. I think because the humor can be, so please don't judge me if the subject matters, not PC.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  47. “And Luke just lays out what an agency does, what every job is at the agency. And then specifically as a creative, what are the types of things you're being asked to do? And what do those outputs look like? It's an amazing book. It explains to you what a headline writing assignment is and what headlines look like and why some might be better than others. So it's really smart micro apprenticeship. So I read it and I said I'll be damned if I don't do this because I read it and I was like, I'm in. That's it. That told me what the job was. And I said, that's the only job I want to do. You know, now I think these days people do ask to hop on and do informational interviews, but people will sometimes, even these days, ask you to like describe your job to them, which I always thought was a little crazy because you do want people to do some level of legwork where they might know what your job is and ask you a question about it. But I just feel that constantly with just please go read this book. And if you can't live without doing what's in this book, then we'll get time, you know? But that book is perfect. But then for like the creative.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  48. “So Whipple was a grocer in like some 1970s campaign. And I think he was selling toilet paper to customers. And so the logo is written on a double roll of paper. So I think it's a weird title. But one you don't forget.”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  49. “I have a prescription for that. There's a book called Hay Whipple Squeeze This that's authored by Luke Sullivan. You know it?”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT

  50. “Could have been very So long ago, I don't exactly remember, but I think it was just, I think he just did not want a problem. He did not want it to either maybe it was because something bad could happen or maybe because he was on other boards and he didn't want to like”

    2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT