The Big Idea…The Only Idea
Richard J. Lord
The title of what I'm going to talk about is The Big Idea ... The Only Idea. Now, don't misunderstand me about this title. It's not a Gung Ho kind of thing or a half-time pep talk title.
It doesn't mean that the only idea you can ever have is a big idea. It's great when it happens that way. But big ideas are hard to come by. No. What I mean by this title is just the truth. Because, at the time we started to do our Cancer Society commercials, the...