Twelve Big Ideas - Burlington Railroad Wheels Campaign
Jermone Birn
This big idea started back in 1965.
We were invited to solicit the Burlington account.
We had a couple of days before the presentation, so we decided to bone up to try to get some understanding of the railroad business. We didn't expect to be experts in a couple of days. But on the other hand, we didn't want to come off stupid, either.
The meeting was quite informal. It was easy, loose, comfortable. For the most part, we talked about the railroad business. We did a lot of listening....