18. The Secrets of Success

The 8 secrets of Success, according to Richard St. John:

1. Be passionate

2. Work hard

3. Practice, Practice, Practice

4. Stay focused

5. Push yourself

6. Serve others something of value

7. Always generate new ideas

8. Be persistent

Of course, these are all things that can apply to any profession in which one might wish to be successful. But I think these 8 points also account for the difference between the 10% of brilliant advertising and the 90% of crap that exists today.The best ad campaigns are the result of collaboration between many different people. Though these people are all very different, they all share the same 8 values in their work ethic. They are all passionate about what they do. They have identified the reason for why they do what they do and it gives them a purpose to show up to work every day, ready to be a part of something that might just change the way you and I think about something. They know that good things don't come easy. They know they have to work hard to reach their goal and produce good work. But they appreciate every step of the journey, no matter how many obstacles they meet, because they know that the experience is just as rewarding as the destination. They know that success doesn't come easy. They understand that the best work is the result of practice, practice, and more practice. Everything they do is a learning experience. The more they practice, the more they learn. They are able to get through the obstacles and challenges because they are focused. They keep the end in mind because it helps them push through the hard times. And that's how they keep going, they keep pushing themselves no matter what. In the end its all worth it because they're able to serve others something of value, and that's the most rewarding thing you can possibly be a part of. But none of this would be possible of course if each and every one of these people wasn't constantly generating new ideas. After all, advertising is the idea industry. Without new ideas, there's no such thing as progress or change. Lastly, the most successful Ad people demonstrate the outcome of persistence. When you're persistent, you prove that you believe in something, and that you're willing to stick through it all just to be a part of something bigger than yourself.