Mix Happiness and Heuristics with a dash of Hopkins
How Upstarts Grow
The New Formula for Growth Blends Emotional Engagement and Systems Thinking with the Wisdom of the Highest Paid Advertising Genius Ever.
Claude C. Hopkins was the highest paid advertising professional in history. Hopkins invented coupon codes, published Scientific Advertising, changed consumer behaviors, created new markets and drove growth for the upstarts of his day back in the growth of production and consumption in the years we call the Jazz Age. A century later there are positive as well as less reassuring parallels.
Hopkins believed the purpose of advertising is to sell, and that it should be measured and justified like any other business expense. David Ogilvy told everyone new to business to read ‘Scientific Advertising’ seven times.