“I want to take a look one more time. I’m not going to see this again”
“I want to take a look one more time. I’m not going to see this again”
He pauses here to see if I understand. He will not be a victim, not of poverty, not of parents. He became a killer because it was a way to live, not because of trauma. His eyes are clear and intelligent. And cold.
imagen de la partitura de “aguas de marco”
While everyone deserves a voice, not everyone deserves a microphone
it seems the more experimental my work gets, the more people respond to it.
It’s okay to be driven a little crazy by someone who is so consistently right.
The best creative people want to work for the best clients. If you are a client who doesn’t appreciate great work, or a client who won’t take risks and try new stuff, or a client who can’t get excited about the creative, then you’re the wrong kind of client.
In bureaucracies many people have the authority to say no, not the authority to say yes. So you end up with products with compromises.
One of the things that fascinated him: I described to him that there’s not much difference between a Pepsi and a Coke, but we were outsold 9 to 1. Our job was to convince people that Pepsi was a big enough decision that they ought to pay attention to it, and eventually switch. We decided that we had to treat Pepsi like a necktie. In that era people cared what necktie they wore. The necktie said: “Here’s how I want you to see me.” So we have to make Pepsi like a nice necktie. When you are holding a Pepsi in your hand, its says, “Here’s how I want you to see me.”
We did some research and we discovered that when people were going to serve soft drinks to a friend in their home, if they had Coca Cola in the fridge, they would go out to the kitchen, open the fridge, take out the Coke bottle, bring it out, put it on the table and pour a glass in front of their guests.
If it was a Pepsi, they would go out in to the kitchen, take it out of the fridge, open it, and pour it in a glass in the kitchen, and only bring the glass out. The point was people were embarrassed to have someone know that they were serving Pepsi. Maybe they would think it was Coke because Coke had a better perception. It was a better necktie. Steve was fascinated by that.
When I met the Mac team, which eventually got to 100 people but the time I met him it was much smaller, the average age was 22.
