Back during my early grunt days in advertising, I worked at McCann-Erickson with a young intern named Lisa Amorosa. Lisa's father was a guy named Eugene Amoroso, who, at the time, was president of Coca-Cola Foods. He had given his daughter a book as she was beginning her career which she, in turn, gave to me. Due in large part to Mr. Amoroso's position as president of one of the largest divisions of one of the world's most successful and well-promoted brands, I figured that any book of marketing advice that he might give his daughter was something I should certainly take the time to read, as well.
The book was called Obvious Adams, and was based on a short story originally published in 1916 in The Saturday Evening Post. It's the tale of a young ad man who was so simplistic in his thinking, especially as it related to complex issues or complicated challenges, that he had a knack for finding the kinds of obvious solutions that always seem to be hidden right in plain sight.
Since it's publication over 90 years ago, Obvious Adams has gone on to become widely considered as an essential primer on advertising as a business, a must-have for all young wannabes entering the industry. The book and its message became so popular that it was quoted at business conferences and in board meetings. It influenced the thinking of corporate leaders like Elbert H. Gary, head of U.S. Steel, and many companies issued it to their young executive staffs.
And while the story may seem a bit old fashioned and "simplistic" in today's high-tech marketing culture, I think a return to the basic idea of Obvious Adams still applies. In fact, perhaps more so now than ever before. For any of you interested in acquiring a copy of this classic primer, you can find it here:
http://www.amazon.com/Obvious-Adams-Story-Successful-Businessman/dp/0961320303
