Industry of Cool

Finding, analyzing and occasionally making cool things.

The Wisdom of Alex Bogusky

In winding down at the end of SXSW, my brain reeling from oversaturation of great ideas and inspiration, there is one moment that I can’t get out of my head – and not surprisingly, it was created by Alex Bogusky.

After his speech on the Bcyclce, I was waiting to meet him. As I moved up through the large line and got within earshot of his conversations, I saw he was talking to a woman in her late 30s – early 40s who had the look of Mom about her.

From the scant bits I picked up, she does work with local companies in her town (which was not a large market). She shared some of her thoughts and projects and Bogusky listened attentively.

After a few minutes, he says in all sincerity “Why do you have such good ideas all the time?”

This is the line that I have replayed over and over while here. By the numbers, this is one of the smartest men in advertising today. But the salient point I think more and more people are starting to get is that nobody has a monopoly on good ideas, nor is there any way to predict their source.

Open your ears and your doors.

Welcome radical collabooration.

Stay humble. Stay engaged.


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