你真的想要成功吗
y title is taken from the philosophy of the great financier (and fraud), Bernie Corhfeld.
我的题目是摘自大财政家（也是骗子）Bernie Cornfeld 的个人哲学。
Bernie became a multimillionaire in the years after World War II by selling mutual funds. More important, almost all of Bernie’s salesman became millionaires in their own right.
二次世界大战后，Bernie因销售互助公债而致富成为千万富翁。更重要的是，几乎所有为Bernie 工作的销售员，后来个个都变成为百万富翁。
The technique he used in interviewing to find the right people is fascinating. The key question was always:
当他在甄试适当人选时，所用的晤谈技巧是相当吸引人的。他的主要问题总是问：
“Do you sincerely want to be rich?”
“你真的想要有钱吗？”
Of course, we all want to be rich. The point is, do you sincerely want to be rich. Are you willing to do the work, to know what is required, to have the discipline -- and make the personal sacrifices -- to be rich?
当然，我们每一个人都想要有钱。重点是，你真的想要有钱。你是否愿意去做，去知道必须具备的条件，去培养必要的纪律 做一些个人的牺牲 为的是要有钱？
There’s a story about Marion Harper, who built Interpublic, chiding his executives on a Friday night in Kansas City ”You are too home-oriented.” Perhaps an extreme example.
Interpublic公司的创办人Marion Harper有这么一个故事：某一周五晚上他在Kansas City对着公司的主管咆哮“你们太家庭导向。”这或许是个太极端的例子。
Do you sincerely want to succeed?
你真的想要成功吗？
David Ogilvy said, “If you are tend your rose garden, I’ll admire you the more, But don’t complain when you don’t get promoted.”
David Ogilvy 曾说：“当你在悉心照顾你的玫瑰园时，我会相当地羡慕你。但是当你没有升迁时，千万不要抱怨”。
Of course what David did was to tend his rose garden and do more work than anybody else in the place.
当然，David Ogilvy 所做的是不仅照顾他的玫瑰园，同时他比公司任何人做更多的工作。
You are about to catriculate in the Ogilvy & Mather account training program. We’ve been running this program for over 18 years, honing improving it each year. By now, it is probably the best training program in the business. A graduate school in advertising administration.
现在你们将开始这个奥美的业务训练课程。我们已经持续进行了18年了，并且每年不断地改进，去旧存菁。目前,几乎可以说是业界最好的训练课程。就好象是广告管理中的研究所。
It’s all here …if you want to take advantage of it.
所有的资料都列在这里 如果您想好好利用它。
So her are some thoughts for you to keep in mind as you embark on your account management career:
所以这里是一些想法，当你从事广告业务时应该谨记在心的：
1. Remember that clients hire us for advertising …
1　永远记得，客户是为了做广告才找我们的
Not for marketing ...research…media…promotion.
不是为了行销 市调 媒体 促销。
All these are vital elements in the process -- things that contribute to advertising … to sales … and to setting us apart from all other agencies.
所有这些项目是广告过程中的一些重要元素――这些元素对广告 对销售 有相当的贡献，同时是让我们与其他代理商有所差别的原因。
But they are means -- not ends. The purpose of our business and the reason clients hire us is advertising.
但是这些是方法――而不是结果。我们这行业的目的及客户为何选择我们的理由是广告。
We have a creative heritage that must never be forgotten.
千万不要忘记我们有一个创意的祖荫。
Unless you learn how to recognized, encourage and defend great advertising, there’s only so far you can go in this business.
除非你学会如何去辨认、鼓励，并保护伟大的广告，否则你在这行业的成就就仅止于此了。
2. Become a student of advertising .
2．成为一个广告的学生。
Our first Smith Barney commercial with John Houseman says, “Good investments don’t come up and bite you on the bottom.” Good advertisements don’t either.
John Houseman在我们第一支Smith Barney的影片中说，“好的投资不会自动找上门来：。好的广告亦然。
You must know that to look for --key visual, selling ideas, campaigns. Consumer benefits, not manufacture claims or product attributes. Emotional benefits as well as rational promises.
你必须知道寻求重点――主要视觉点，销售创意，系列广告活动，消费者利益点，而非厂商的诉求或产品属性。感性的利益点和理性的承诺点一样都重要。
Do you homework -- be firm in refusing to support copy you find wanting. Demonstrate that you know the different between brilliant creative work…and that which is simply flashy.
做你的家庭作业――当你拒绝去支持一篇你觉得不够好的文案时，态度要坚定。必须证明你自己知道如何分辨杰出的创意作品 以及只是昙花一现的东西。
3. Use research…and judgement.
3．善用调查 并加以判断
The research report is not a report card. The numbers are

你真的想要成功吗