Linda Kaplan Thaler, CEO, The Kaplan Thaler Group, submits her own success in the cutthroat world of advertising as evidence that nice girls can finish first while taking home more than a dozen Clio awards along the way.
She turns most truisms about business inside out, arguing that good deeds are returned, not punished. Warning against a me vs. you mentality, they even suggest helping opponents as a good way to boost a career. Game face on? Thaler says, take it off. Being genuine, they explain, produces much better results. From crediting their friendly building security guard for helping them sign new clients to recommending chocolate as an accompaniment to presentation materials and invoices, she builds her case for using little gestures to get you what you want.
She offers key principles, case studies and exercises to help make niceness habitual. Some exercises, like turning personal disappointment into positive energy, are even quite therapeutic.
About this Video
This video is from re:Think 2007, an annual Advertising Research Foundation conference.
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