When you come to think about it, a lot of my 1000+ posts over the last 20 months have been about testicles. Metaphorical testicles, of course.
By testicles I mean candor, making tough decisions, taking the paper away and saying no to dumbness or rudeness. As I think Bernbach said, "they're not principles until they cost you money." So by testicles I mean having principles.
If you're a CEO what do you do if two slides into a client presentation the lead client starts texting? Do you keep presenting as if you don't notice? Or do you stop the meeting and say something like, "We worked really hard on this presentation and are quite proud of it. If you need a few minutes before you give us your undivided attention, we'll take ten. OK?"
Maybe I'm in a testy mood because I've had three pitches in the last ten days and have been subject to a degree of rudeness on the part of various prospective clients and a degree of pusillanimity on the part of virtually everyone.
I suppose by testicles I really mean let's all us agency people join virtual hands and say "we are a profession. Treat us as well as you would treat an endodontist." Our profession will never get respect until we earn it by demanding it.
