WYKYK
When Jeff Goodby landed on the words "got milk?" for the famous milk board ad, a colleague suggested that he make it "got enough milk?"
"Nah, I kind of like it really short," he replied.
Even his partner Rich Silverstein thought it was stupid:
"That's it?" he said. "That's the stupidest thing I've ever heard."
Silverstein talks about it now: "It was brilliant."
Goodby saw beyond the words—the tagline, how it would look on T-Shirts and billboards. Together, he and Silverstein created the quirky-font visual and actor Denny Delk "got milk?" voice recording.
Two experts who didn't give up on what they knew would work!
(You can get the whole story on MasterClass.)
Lot's of takeaways here.
Mine: When you know what you're doing, put it out there, defend it, learn from the wins (and fails), and keep going.
Yours?
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