This book is about philosophy, it's about ethos, beliefs, and all those things which gentlemen love to yap about.
If it's any consolation though, this book is also about sex.
As it's written, primarily to address a rather awkward question,
can a $2 billion gorilla, like Ogovie, ever be svelte, sultry, and sexy again?
The Ogovie agency of the 1950s and 1960s was far hotter than WK, CB,
these are all these other competitors that they're listing at the time, and the rest of them combined.
The question is, can we still be gorgeous now that we're several hundred pounds heavier?
The answer to our dilemma can be summed up in two pithy words, divine discontent.
Decades before advertising profits were preaching good enough and good enough, Ogovie was already practicing it.
But what did David actually mean by divine discontent?
Here's an interpretation. Don't bow your head, don't know your place, defy the gods, don't sit back, don't give in, don't give up, don't win silver medals.
Don't be so easily happy with yourself, don't be spineless, don't be gutless, don't be totes, don't go gentle into that good night,
and don't ever, ever allow a single scrap of rubbish out of this agency.
This handbook will tell us how to make David's divine discontent a habit by the daily practice of the following creative habits.
That was an excerpt from the book I'm going to talk to you about today, which is the internal pursuit of unhappiness.
The subtitle is being very good is no good. You have to be very, very, very, very good and is written by the team at Ogovie and Mother and David Ogovie.
Before jumping back into the book, I'm going to tell you how this unexpected episode came about.
I've been spending the last week and a half deep in study on one of my favorite filmmakers.
I'm making an episode on them right now. It's Quentin Tarantino. I get to the end of the book on Tarantino.
The epilogue of that book blew my mind. I'm sitting on my desk. I put the book down and all my desk to the left of my computer monitor has been this book.
I've read this book, the eternal pursuit of unhappiness. You can't even really call it a book. It's 65 pages. You can read it, I don't know, in an hour.
For some reason, I decided to pick it back up and then I just, in one sitting, read through the book again.
Even though I read it before and I'm obsessed with David Ogovie, I consider him one of my personal heroes.
I didn't even know who he was until I read Warren Buffett's shareholder letters and he kept referring to Ogovie as a genius.
I thought I got to find out who this guy is and so I bought every book that I could find on him and then somebody actually told me, they're like, I'm sure you have every book, but are you going to do an episode on the eternal pursuit of unhappiness?
What is that? So months ago, I went to buying this book. So, anyways, long story short. I had this idea in my mind. I was like, oh, I like this book, but I can't ever do an episode on it. It's too small.
For some reason, after I read it this time, I thought of an idea I learned a long time ago, and this is probably because a main story, the next episode will be obviously on Quentin Tarantino.
And what's remarkable about reading this book is, you know, all these ideas that Tarantino was finding in like the 1970s that he doesn't use until like the early 2000s.
I finished this book and I think of this idea I learned about seven or probably seven years ago when I read Danny Meyer, Danny Meyer's famous New York restaurant tour and founder Shake Shack. And in Danny's autobiography, he's constantly coming up with like new ideas that no other restaurants have used before.
And he has this idea where he would prompt himself with five words because people would say, oh, you can't do that. Like, you know, restaurants done that before. And so he would say, whoever wrote the rule, and then he would just say like, whoever wrote the rule, for example, that you can't make a high quality hot dog cart.
That it was actually the very first version of what would come into Shake Shack. Shake Shack is now, you know, $4.5 billion company today and started off as a hot dog cart in a park in New York City.
And so I was realized by refusing to even attempt to do a podcast on this book that I was making up just fake rules like whoever wrote the rule that the book has to be, you know, 300 pages for me or 100 pages or whatever it is for me to do an episode on.
So I'm going to jump into this book. It was written because it's trying to solve the problems like what do you do when you know the the foul. It's not a founder led company anymore. The founders passed away, but we still want to use his ideas to create to craft the company culture to make sure we're doing the best job possible.
The job that David Ogreby would be proud of and it starts with this idea that kept referring to one of my favorite ideas that David Ogreby had.
And he has this idea of divine discontent. And you find this in a lot of top performers. And so he says, we have a habit. This is David Ogreby speaking now. We have a habit of divine discontent with our performance.
It's an anecdote to smugness. So that idea is that you're always slightly discontent with the quality of your work quality of your company. You're always constantly trying to prove it. Steve Jobs, you'll see this appear over and over again in the people that you and I said Steve Jobs does a great quote on this.
I'm going to paraphrase, but he says something like, you know, what do you do when you do something wonderful? Like you just wake up the next day and try to do something wonderful again.
That is very similar to the idea that David is trying to teach us with divine discontent. And so they come up with eight habits of highly creative communities and each short chapter is on one of these eight habits.
And so before I jump into the first chapter, I just want to give you the overview that they give us to the ancient Greeks. A good habit was called a virtue.
While a bad habit was known as a vice, each of these eight habits has a corresponding evil twin.
While we work at adopting the eight creative virtues, we have to work equally hard to replace the old patterns of self-defeating behaviors. Why?
Because there's an old Latin proverb that tells us a nail is driven out by a nail. A habit is overcome by another habit.
It is important to note that all these eight habits are required in all of our disciplines and are by no means proprietary to just an advertising agency, meaning it's applicable to any business, any craft, any discipline.
These eight habits belong to the whole church. And so it gives you the virtues that they're trying to make sure that every single person up and down the organizational chart is using and the vices that they want you to avoid and how they and how they relate to each other.
So I'm going to start with the vices, right? Because that's a bad habit. A habit that you're going to see reoccur more frequently than the good virtue that needs to replace it.
Companies operate out of fear. We do not want to operate a fear. We want to operate with courage. Companies optimize for expedience. We want to optimize for idealism. Companies stick to the status quo. We want to be curious. Most companies are boring. We want to be playful.
Most companies have a tyranny of politeness, which means we just lie to each other. We want to have a culture of candor. Most companies are run on cold arithmetic. We are going to optimize for our intuition.
Most companies fall into bureaucracy. We want a culture of free spirit in us. Most people give in and we will persist. So let's take these habits. These cornerstones of good company culture in order.
Habit number one is courage. Under each habit at the beginning, there's usually a short quote that illustrates the idea that they're going for. This sounds like overview, but it doesn't say it was overview. There's no shortage of brains in the industry.
It's the vertebrae column that tends to be missing. When I read that, it made me immediately think of something I read in Peter Till's book, zero to one episode 278. If you haven't gone back, I think this is the second or third time. I didn't episode on that book.
Peter says it's very similar to what what they're saying right here about courage. Brilliant thinking is rare, but courage is an even shorter supply than genius.
And the one vice that usually crowds out courage is fear. So they start here. I've been obsessed with Dune and I love how the main character in Dune Paul, his mother is constantly repeating this like maximum or this affirmation to herself. Just fear is the mind killer.
Fear is the mind killer. Fear is a demon. The devours of soul of a company. It diminishes the quality of our imagination. It doles our appetite for adventure and it sucks away our youth.
Fear leads to self doubt, which is the worst enemy of creativity when I got to that line thought of our young Arnold Schwarzenegger. He said this when he was young. He said this when he's older. When you start doubting yourself, that is very dangerous.
The team at all grv says that fear is the enemy of creativity. If if fear is our principal adversary, then courage is our chief ally. It is the first of the eight creative habits for good reason.
It is the habit that guarantees all the others in the absence of courage. Nothing worthwhile can be accomplished. That's because anything on the cutting edge needs to be constantly fought for and defended.
Ideas are magical, but their fragile seeds are required protecting. We clearly need a spine. And I love the use of the word we there. Right. It's not we me and you. It's we as a company. Our company needs a spine.
Only with the spine will we stop double guessing and express an opinion and that's very fessing because founders know that inherently right again the founder in this case has been dead. I think 15 years by the time this book is written or something like that. So it says you know only with the spine will we stop double double guessing and expressing an opinion.
That's not even I don't think that needs to be said to a founder because a founders opinion is expressed in the product and company that they built one of my favorite ways to express that idea or the intent behind that idea came from this random book one of the ten or eleven books or whatever is that I've read and Steve jobs and it says apple is Steve jobs 10,000 lives.
You saw Steve's opinion in the products in the company that he built only by standing up for what we believe in when we begin to build the most precious commodity in the world trust. So trust with your customers trust with the team right then the virtuous cycle begins courage leads to trust which leads to courage which leads to trust and upwards and onwards we go that idea.
I didn't understand until this is like recently you're talking like maybe two months ago how important it was at least I didn't understand it explicitly how important trust was and of course as usual Charlie monger puts that idea into my mind better and almost anybody else where he said that trust I talked about this on the episode 329 which is the new version the updated version of port Charlie's hominac and he said trust is one of the greatest economic forces on earth.
And it's the trust that Warren Buffett and Charlie monger established with each other very early on that provided the ground for which everything else that they did in the future was built upon fact there's a great line about this I'm going to read from poor Charlie's hominac and they talked about the very first time they ever met and it says during that dinner Charlie and Warren realized they they shared many ideas.
It also became evident to the other set the table that this is going to be a two way conversation there was like think four or five other people and they quickly wound up leaving and Charlie and Warren took all night as the evening progress the two young men Warren was 29 years old the time and Charlie was 35 became a gross in a wide ranging dialogue covering many aspects of business finance and history where where one was knowledgeable the other was just as excited to learn.
Warren was uninducing the astick about Charlie's continued practice of law that's candor right we're going to talk about candor.
Meanwhile you just met somebody's like yeah the job that you have sucks you should do what I do how many people would do that he said that while law might be a good hobby for Charlie was far less promising business than what Warren was doing.
Warren's logic helped Charlie to decide to quit law practice at the earliest point he could forward to do so when Charlie returned to Los Angeles the conversations continued over the telephone and lengthy letters sometimes as long as nine pages it was evident to both that they were meant to be in business together there was no this is the trust part right.
The last paragraph when we read to you from this there was no formal partnership or contractual relationship there was no formal partnership or contractual relationship the bond was created by a handshake and back by two midwesterners who understood and respected the value of one's word again trust is one of the greatest economic forces on earth quote from Charlie monger habit number two idealism love this quote under it we are the people that we've been waiting for.
Helen Keller was asked by a journalist what she thought would be worse than being born blind she replied to have sight and no vision when our dreams are little we become little people our aspiration becomes meeting the next quarters target and not losing an account remember that I'm pretty sure this book based on the way it was written was written for internal use only I think it's why it's so hard to find I paid like 80 or 90 dollars for my copy and when I looked at Amazon this morning there was only a handful of people.
There was only a handful and I think they started like 95 dollars each and they're worth every single penny go back to one of my favorite lines of portrayal is on the next that he said there's ideas worth billions and a 30 dollar history book who cares if the book is $100 take one idea that you use in career and the return is a thousand times that.
So it says you know when our dreams are little we become little people what is a little little dream meeting next quarters target and not losing account where in another word we're afraid we're not on we're playing defense we need to be on offense.
When we focus our life solely on making a buck it shows a poverty of ambition here is David Ogubi's take on the subject one of the my favorite things that David Ogubi said tells an entire story here in 10 words raise your sights blaze new trails compete with the Immortals.
How great we become depends on the size of our dreams let's dream humongous dreams put on our overalls and go out there and build them and remember the people who are crazy enough to think that they can change the world or the ones who do nice little Steve jobs reference that they added in their habit number three curiosity and endless trail of ideas floats in the ether you will only see them if you're curious.
What do most of us do in this dazzling Aladdin's cave is like this beautiful with their referencing there is really maybe think of de hawk the founder of visa he had this great line when he was much older man he said that life is a magnificent mysterious odyssey to be experienced right so that's very.
It to me relates to what the team of Ogubi the team of Ogubi saying here like what are we in this amazing wonderful world this dazzling Aladdin's cave and what most of us do we close our eyes he who in this is what they're going to quote Einstein here he who no longer pauses to wonder and stand wrapped in all is good is dead his eyes are closed.
So how do we fix this for a start we have to ask stupid questions like a six year old does once again Einstein has something to say on this matter I am neither especially clever nor especially gifted he said I'm only very very curious i'm going to pause there one of my favorite episodes i've ever done is on a single episode written or single essay rather written by Paul gram the essays called in the episode is called how to do great work it's episode three 14 one of my favorite lines in one of my favorite essays.
There's also one of my favorite episodes right is this if you asked an oracle the secret to doing great work and the oracle had to reply with a single word my bet would be on curiosity.
When we lost the capacity see the world and everything in it as new unreasonable and something that should give rise to astonishment we have become dimsided and stooped with age Ray crock founder of McDonald's I love he's he's got a bunch of great quotes which is hilarious his I read his order.
I read his autobiography twice the last episode I did on his two ninety three if you want to check that out but Ray crock summed it up nicely when he said when you're green we grow when we're ripe we brought that is from a man who found his life's work when he was in his fifties.
I have a number four playfulness we are all born children the trick is to remain one that is a quote from Picasso David Ogreby never entirely grew up he would heckle in meetings throw chocolate cakes at dinner parties and roll down grassy slopes and bread.
Brooks brother suits he told us to develop a centricities while we're young so people would not think we've gone crazy as we've gotten older like all creative people David knew that necessity maybe the mother of invention but horse play is most certainly the father.
In the 1960s the Los Angeles Times asked David how he felt about people going to work in jeans and tennis shoes when the norm of the day was suit and typer men and dress or suit for the ladies this is what David told the paper I don't care if people come to work in their pajamas as long as they get the work out the day after the article appeared an entire department inside of Ogreby and mother showed up in pajamas the office rocked with laughter David said make it fun to work at your company.
Kill grimness with laughter encourage exuberance and get rid of sad dogs who spread gloom when people aren't having any fun they don't produce good work.
The idea behind what David Ogreby is telling us there reminded me of an answer Kobe Bryant gave one time in an interview and he was asked like what is the quality what is the one quality that all the great ones have regardless of discipline and he says without hesitation Kobe said it's love.
It's not rocket science to me man the quality that we all share is that we love what we do we absolutely love it and it's a pure love it's not the fame it's not the money it's not even the championships it's loving what we do and we do it all the time we study all the time and as a result the championships come.
habit number five candor only dead fish go with the flow it's another great line our job requires us to be brutally honest and totally dedicated to the truth the tendency to be nice and avoid telling the truth is so omnipresent in human beings that it can properly be considered a characteristic of human nature.
David warned us about the tyranny of politeness again this is why I'm obsessed with David and this is why one of the recent obsessed with them and I think it's why Buffett called him a genius it's the way he's a unwa he's the best writer I've ever read for the podcast by far and he has this way to brand ideas so not only they get immediately into your mind but they stick in there.
You will remember them and he talks about this idea the tyranny of politeness that is a great phrase David warned us about the tyranny of politeness and how we can be too agreeable for our own good if we avoid candor we destroy trust we only get a spark when the stone and the flint are moving in opposite directions and so I was thinking about this is like we only get a spark and the stone we only get a spark when the stone and flint are moving in opposite directions and I was like oh we're talking about conflict inner conflict there and the quote the kids.
And the quote that came to my mind from there came all the way back from episode 180 this is from Jeff Bezos I love it so Jeff said if I have to choose between agreement and conflict I'll take conflict every time it always yields a better results I will take conflict all every time it always yields a better result if I have to choose between agreement and conflict I'll take conflict every time that is advice from Mr. Bezos to you and I have a number six intuition this is one of my favorite parts dreams
and our first impressions gut feelings are all temps by our unconscious to guide us we are wiser than we think and intuition is the art of listening to the guru within us all of our finest thoughts and best ideas are not the work of the logical mind but gifts from the unconscious right in a world dominated by quarterly reports and numbers it's logic that gets all the air time but we are in the business of creativity and discovery again talk about intuition the power of intuition Steve Jeff talked about this intuition is a very powerful thing he said
more powerful than intellect in my opinion intuition has had a big impact on my work that is the end of Steve jobs quote on intuition now we're going to pick up with David Ogvey had to say about the importance of using intuition in managing your company in the talent within it
David said managing isn't all beer and skittles I have come to the conclusion that the top man has one principle responsibility to provide an atmosphere in which creative mavericks can do useful work to be successful you must out of necessity accumulate a group of creative people this probably means a fairly high percentage of high strong brilliant eccentric non conformist some of these agencies that he's competing with when he wrote this was say 1950s 1960s right now he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a great man and he's going to be a
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You look at the edge of your desk, you look in the mirror, you look at your dreams, you look for patterns, you look for the tiny similarities, you look for microscopic differences, you look under every stone, you look to heaven, you look for bloody anything.
After all, discovery consists of seeing what everyone else has seen and thinking what nobody else has thought.
You're not proud, you beg, you borrow, you steal, you build on other people's ideas, someone was once asked, where do you get your ideas? He replied, I don't they get me.
And you never given, never given, never never never. God is with those who persevere persistence and determination alone or omnipotent.
Before them obstacles vanish into thin air and mountains crumble into atoms.
Doggy determination is often the only trait that separates a moderately creative person from a highly creative one.
That's because great work is never done by temperamental geniuses, but by obstinate donkey men.
Now that is a chapter on persistence. I love that line. Doggy determination is often the only trait that separates a moderately creative person from my highly creative one.
Again, my number one all time recommendation has not changed after 343 of these these books, biographies, autobiographies.
If you can only read one of them and shame on you if you only read one of them.
But if you can only read one of them, my number one recommendation would still be James Dyson's autobiography against the odds.
He's written two autobiographies.
The first, they're both great. The first one is my top recommendations.
Episode 25, episode 200, episode 300, it'll be episode 400, it'll be episode 500.
Every 100 episodes, I'm going to reread that book again and again and make new episodes on it so important.
And one of my favorite lines in that he says there is no such thing as a quantum leap.
There's only doggy persistence and in the end you make it look like a quantum leap.
This is the conclusion for this little handbook.
So you see the eight habits are really David Ogovie's big ideal broken into practical bite-sized pieces.
They are predicated on the principle that it's impossible to improve our reputation before we improve ourselves and meaningless to put our personality ahead of our character.
We are what we repeatedly do.
We are what we repeatedly do is an Aristotle quote.
The reason I know that is because Steve Jobs right before he died he said his favorite quote of all time was that quote by Aristotle where he says we are what we repeatedly do.
Excellence then is not an act but a habit.
So we are what we repeatedly do our character is a composite of our habits they constantly daily express who we really are only if we are eternally unhappy with compromise.
Only if we leave no room for excuses only when we show appropriate disdain for expedience and absolute respect for the work only when all of us resolve to relentlessly practice these eight habits on every job and every project.
We begin to prove that we are not goliath but a company of David's never the end.
And that is the end of this excellent little book for the full story highly highly highly highly recommend buying cop I'd buy it keep it close keep it in your desk keep it in your night stand.
Read reread constantly refer to it and it probably a good idea as you're building your own company culture to write a little book like this for everybody inside your company as well.
So if you want to buy the book and support the podcast at the same time I believe a link down below the link is available in the show notes on your practice player and founders podcast calm that is 343 books down 1000 ago and I'll talk to you again soon.
Real quick before you go if you have access to founders notes already you now have a new feature waiting for you it is my favorite feature by far.
It is out of private beta and now in public beta so every single person has access to founders notes already has access to what I am calling sage I went to a bunch of different names but someone who's actually in the private beta gave me the name.
I thought it was a better description of what actually I'm building because it says sage has two main definitions the noun is a profoundly wise person.
This refers to someone with a deep understanding of life accumulated knowledge and sound judgment they are often looked to for guidance and advice and then the adjective is a why is somebody that's wise discerning our prudent this is someone who shows good judgment and makes well considered decisions another person said I should call it Charlie after Charlie monger which is hilarious because that is exactly who I think of when I hear the word sage in fact when you when you log in you'll see that Charlie is the icon for the sage feature.
And as you might already know I was able to have dinner which Charlie monger and for three hours I could ask him any question that I could imagine and he answered using his 99 years of life and business experience and a lot of his answers were based on the hundreds and hundreds and hundreds of
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