Mary Wells Lawrence Habits - Advertising Genius Creative Playbook

Dedicate time to deeply study products, including their science, manufacturing, and cultural context. Engage directly with manufacturers and users to uncover unique selling points.

Frame products as protagonists in mini-dramas that evoke emotional responses. Turn mundane items like gray dresses into aspirational symbols through narrative.

Cultivate a polished, approachable appearance blending professionalism with approachability. Avoid extremes of masculinity or overt femininity in business attire.

Set expectations for 'small miracles' from team members daily. Maintain high-pressure environments to push past conventional ideas.

Visualize specific customers’ lives, needs, and aspirations. Write copy addressing their unspoken desires rather than product features.

Pursue bold creative concepts that challenge category norms. Accept potential client backlash for attention-grabbing work.

Personally oversee all campaign elements from research to execution. Visit manufacturing sites and client locations for direct insights.

Walk away from limiting roles to pursue greater opportunities. Treat setbacks as catalysts for reinvention.

Identify and learn from experts in adjacent fields. Synthesize their knowledge into your practice.

Redesign all customer touchpoints - products, environments, services - not just advertisements.

Identify and amplify products' emotional resonance through music, humor, or nostalgia.

Counterbalance high-pressure work with deliberate indulgence in travel, design, and leisure.

Set progressively higher career goals after each achievement. Treat roles as stepping stones.

Work in small teams removed from office distractions. Encourage heated yet productive debates.

Write dozens of headline variations. Test phrases for rhythm, memorability, and clarity.