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George Lois is known as the original mad man. He coined the phrase, the big idea. And created rather a lot of them. Lois turned TV flop, MTV, into a phenomenon with the big idea, I Want My MTV – when he was in his 50s.
A few years ago, he wrote the book Damn Good Advice (for people with talent!), which was published by Phaidon. It contains 120 pieces of damn good advice. Here are three:
29. Your portfolio should ignite, provoke, shock, kick ass.
So many employers say that young people entering the business are afraid to take chances; that they’re as conservative as the biggest stiffs in suits. But let’s face it: that’s the story of mankind. We live in fear of life, in fear of work, in fear of death. Students are taught to put together a “professional” portfolio rather than one that boggles the mind as you open it. The best creative protest loudly that they want to see kids take chances. Then, when they see a portfolio that’s a little off the wall, they say the kid lacks discipline, or that he or she is a flake. It’s confusing – kids are given no brave direction. I spent my life listening to people say, “George, be careful.” But being careful in creativity is synonymous with doing uninspired work.
33. Make your presence felt
In 1952, a week back from the Korean war, I got a dream job as a designer working with the iconic design master, William Golden, at CBS television. On my second day, I was ready to present my first design project to Golden. His secretary looked up at me from a massive dictionary and smiled nervously when I asked to see him. “Go ahead,” she said, looking edgy. At the far end of a large room, Bill Golden was at work at a drawing table. I walked in and waited for him to look up, but he kept working. He knew I was there and I knew he would never look up. A test of wills.
I walked back to Ms Kerner. “May I borrow your dictionary?” I asked. Lifting the hulk from her desk, I went back to Golden’s office, stopped three feet from his desk, held the dictionary high, and opened my hands – the massive book hit the floor with an ear-splitting boom. The pencil flew from Golden’s hand and his face jerked up. “Oh, George – can I help you?” he asked. “Uh, yes, I’d like to show you an ad for the new Gunsmoke show.” I hand him the announcement ad and he said, “Good, George. Excellent!” I took back my ad and returned the dictionary to his stunned assistant.
The next morning I received a call form Cipe Pineles, Golden’s wife, a great editorial designer, and in a thick Viennese accent, she said, “G-G-George, you don’t know men but I’m Bill’s wife, and I just want to congratulate you for not taking any of Bill’s bull-shit!”
36. Most people work at keeping their job, rather than doing a good job.
If you’re the former you’re leading a meaningless life. If you’re the latter, keep up the good work.
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