“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”
This ad was by David Ogilvy after 3 weeks of homework. The RR sales in 1958 were increased by 50% from 1957.
David O., the ‘Father of Advertising’, said ‘to get clients, do good advertising’. And to do good advertising, he and his teams did meticulous research about the product, the client business, the target consumer habits, the environmental contexts etc to position well client's products and to generate the best piece of advertisement they could.
For him, instead of creating artistically award-winning advertisements, his ad campaigns were to boost the sales of the clients' products. And this is the result his business (Ogilvy & Mather) has been pursuing.
If David was putting up a subway ad board, he knew exactly how many minutes the average riders at a certain station would be exposed to the advertisement. How many of them were to read their own books etc and how many had nothing but to watch the board…
Apple is well known for rallying itself to create the best user experience. Besides the obvious product design, their ‘obsessiveness’ extends to the packaging. Easy to open, strong to protect, beautiful to see. Once new apple products are released, many ‘unboxing’ videos soon are posted on Youtube. And ‘unpackaging’ are now the typical thrilling moments the exciting owners love to share with the audience in their videos.
From the futile to the superb cases about delivering results, there is A LOT to be thought of and to take lessons from.
We are executing things all the time, on a position, a role, as a person, a business, or as a government of a country…
When we say we care, we love, we are doing…;
When we enter a contract, spoken or written; when we say this is our mission…;
What's the happening thereafter?
It’s when we really land what’s being committed on solid ground, we could say it’s the result being delivered.
And this is execution.
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