My vision video script

I don't see a lot of people who can put an argument together.
Sometimes it depresses me;
Now it angers me.
It makes no sense.
Clients pay us to convince people to buy their product –
Right?
And in order to do that,
we have to change people's minds –
Uh,
I'd call that persuasion.
I'd say we're in the persuasion business.
Forget media.
Forget the work that you are dying to do;
Set aside your post-modern proclivities;
Stop
And do as Tim Delaney once said:
'Write yourself out of the problem.'
Address the fundamentals.
Address the things that people need in order to change;
Because those things haven't changed.
Executions may have changed.
But what people need to change
Has not changed.
Read The Art of Rhetoric –
Bill Bernbach did.
It was written 2,500 years ago and it will tell you
More about persuasion than Mashable will.
What's the argument?
Why should people believe you?
What are people feeling?
And what do they need to feel to change?
If you're not thinking about those things
Then you're floundering.
If you don't care about those things,
Get out of the business
Because you're fighting it:
We are in the persuasion business.
Know the timeless truths
And then,
THEN make cool shit in service of persuasion.
We are not in the business of making things;
We are not in the business of conversations;
We are not in the business of making cool shit;
We are in the business of persuasion.
Ask any client.
It doesn't mean ads have to sound like "We bring good things to life"
Or "Have a Coke and a smile."
Executions change.
They don't have to suck like "1800 Empire" or Brad Pitt for Chanel.
Executions should change.
Media changes, too.
But last I looked,
We are still talking to humans;
So we are in the persuasion business.
It pisses me off that it's so hard.
It used to be we had bosses who knew this shit.
Now we have bosses who answer to bosses who know nothing about the business of persuasion,
Bosses who can't tell an argument from a social media strategy,
Holding company CFO's,
Uber anxious account people
Who live for down-to-the-minute arrangements
And big decks.
They know shit about persuasion.
But that doesn't change what we do
And clients know what we're supposed to do.
If you're to do it,
You have to defy all the Babel tongues around you;
You have to write down the argument,
Find the further reality,
Imagine the hook set in deep
THEN persuade people.
Forget the trends;
Write the argument,
Write beyond time,
Get to truths the world can't deny.
If you don't believe it's possible,
Go to MOMA
And see all the timeless ideas that look new,
Just rise above the sounds found in alphabet soup.
Wax logical,
THEN wax poetic,
Write the lines of the proof,
THEN write between the lines.
As simple as that.
It'll work and nobody will be able to fuck with you.
That's all you can do.
We are in the persuasion business.
Lean into it.
WE ARE IN THE PERSUASION BUSINESS!