Josh Bowen

Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.

It’s a rather simple question that quickly gets to the core of someone’s sense of well-being and legitimacy: did your childhood leave you feeling that you were – on balance – OK as you were? Or did you somewhere along the way derive an impression that you needed to be extraordinary in order to deserve a place on the earth? And, to raise an... See more

The best way to get a powerful person’s attention: offer to help them.

As chief of staff, I reviewed thousands of requests for Reid’s time/attention/money. It was stunning how few requesters actually offered to help him on something. Amusingly, many requests were framed as if the asking party were doing Reid a favor by giving him the opportunity to... See more

If you’re efficient, you’re doing it the wrong way. The right way is the hard way. The show was successful because I micromanaged it—every word, every line, every take, every edit, every casting. That’s my way of life.