Including quotes from: Jim Stengel, James Hurman, Scott Belsky, Yves Behar, PJ Pereira, Spike Jonze, Gaston Legorburu, Joanna Coles, Sarah Jessica Parker, Ben Essen & Chris Bayliss. Compiled by Amr Sallam (@amrsalt).

1. THE DAY IN QUOTES
DAY 2 June 16th

3. JIM
STENGELFOUNDER/PRESIDENT/CEO,THE JIM STENGEL COMPANY. FORMER GMO, PROCTER& GAMBLE.
IDEALS:WHY THE BEST BRANDS & COMPANIES ARE LEADING WITH PURPOSE& IDEALS

4. - Jim Stengel
“ITERATE! BE VULNERABLE!”

5. - Jim Stengel
“VULNERABILITY IS THE BEST MEASURE OF
COURAGE, AND THE BIRTHPLACE OF
CREATIVITY, INNOVATION, & CHANGE.”

6. - Jim Stengel
“THE BEST BRANDS ARE BUILT ON IDEALS.
HAVING AN INSPIRATIONAL REASON FOR
BEING IMPACTS BRAND EQUITY & PURCHASE
INTENT.”

7. - Jim Stengel
“The factor connecting
the core beliefs of the people inside a
business with the
fundamental human values of the
people they serve.”
AN IDEAL IS:

8. - Jim Stengel
“BRANDS WITH HIGHER IDEALS & MORE
CONSISTENCY, EVOKE STRONGER
EMOTIONS.”

9. - Jim Stengel
“The 50 brands identified as having the
highest ideals in 2000, collectively
outperformed Standard & Poor’s 500
by almost 400%.”

10. - Jim Stengel
“WE NEED TO HAVE AN INSPIRING IDEAL FOR
ALL THE BRANDS WE MANAGE. BE
INTERNALLY INSPIRED, TO INSPIRE OTHERS.”

11. - Jim Stengel
“WE NEED A NEW FRAMEWORK:”

12. - Jim Stengel
“SPEND TIME WITH CONSUMERS.
SEE YOUR BRANDS’ ROLES IN THEIR LIVES.
BE INTUITIVE.
FIND THEIR TENSIONS.”

13. - Jim Stengel
“LOOK AT YOUR BRAND’S HISTORY.
GET DIFFERENT PEOPLE WHO’S LIVES
DEPEND ON YOUR BRAND, AND ASK WHY!
WHAT WOULD HAPPEN IF WE WEREN’T
THERE?”

14. James
HurmanFounder& Principle,PreviouslyUnavailable
ORIGINALITY: WHY ORIGINALITY IS IMPORTANT TO ADVERTISING & MARKETING

15. - James Hurman
“WHY DO WE CONSIDER ORIGINALITY SO
IMPORTANT?”

16. - James Hurman
“WE ARE MORE LIKELY TO PERSUADE
PEOPLE WITH AN ORIGINAL ARGUMENT.”

17. - James Hurman
“GET A GREAT DEFINITION OF THE PROBLEM
& ITS CAUSES. THIS SHOULD BE OUR POINT
OF OBSESSION.”

18. - James Hurman
“GET CLIENTS TO TAKE A RISK, APPEAL TO
THEIR PERSONAL NEED FOR ACHIEVEMENT.”

19. SCOTT BELSKY
VP, PRODUCTSCOMMUNITY & HEAD , BEHANCE FOUNDER& CEO , FUSEPROJECT CO-FOUNDER& CCO, PEREIRA& O’DELL
THE NEW CREATIVES
YVES BEHAR
PJ PEREIRA

20. - Scott Belsky
“THE NEW CREATIVES ARE
VERSATILE & OPTIMISTIC.”

21. - Scott Belsky
“THE NEW CREATIVES RECOGNIZE (AND
WELCOME) A FAST-CHANGING INDUSTRY.”

22. - Scott Belsky
“WE ARE NOW STUDENTS FOREVER, AND
THAT IS JUST THE NEW WORLD.”

23. - Scott Belsky
“NEW CREATIVES WANT TO MAKE AN
IMPACT ON WHAT MATTERS MOST.”

24. - Scott Belsky
“CREATIVES ARE CORE TO THE BUSINESS.
THEY ARE NOT HIRED GUNS.”

25. - Scott Belsky
“WE WANT GREAT WORK. WE WANT GREAT
OPPORTUNITIES. WE WANT TO WIN GREAT
CLIENTS BASED ON THE QUALITY OF THE
WORK THAT WE’VE DONE, NOT BECAUSE OF
WHO WE KNOW.”

26. - Scott Belsky
“NOW MORE THAN EVER BEFORE,
CREATIVITY IS NOT JUST AN OPPORTUNITY,
IT IS A RESPONSIBILITY.”

27. - Yves Behar
“DESIGNERS HAVE TO START FROM THE
INSIDE OUT. FROM WHAT’S INSIDE THE
COMPANY – ITS REASON FOR BEING.
NOT JUST A NEED TO COMMUNICATE;
A NEED TO BE.”

28. - Yves Behar
“MEANINGCREATES STORY.”

29. - Yves Behar
“IN ORDER TO CREATE MEANING, DESIGNERS
NEED TO BE CLOSE TO BUSINESS.”

30. - Yves Behar
“WE’RE DESIGNING CONTENT.”

31. - Yves Behar
“DESIGN IS COMBINING MEANING, STORIES,
EXPERIENCE & IN DOING SO IT BECOMES THE
WAY BRANDS, PRODUCTS & COMPANIES
CONNECT TO PEOPLE DIRECTLY.”

32. - Yves Behar
“two things bring people together:
success & incredible challenges.”

33. - Yves Behar
“IF WE ARE NOT PARTICIPATING
(GIVINGOUR OPINION),
WE ARE RELEGATED TO IMPLEMENTING
SOMEBODY ELSES IDEA.”

34. - PJ Pereira
“IF WE WERE INVENTING ADVERTISING
TODAY, WOULD WE DO THINGS THE WAY WE
DO THEM NOW?”

35. - PJ Pereira
“CONSUMERS ARE DIFFERENT NOW THAN
THEY WERE IN THE PAST. THEY HAVE SO
MUCH CONTROL. BUT WE STILL KEEP
PRESERVING THE STRUCTURE IN THE
INDUSTRY.”

36. - PJ Pereira
“WHEN YOU LOOK AT THE ESSENCE OF THE
ENTIRE CREATIVE INDUSTRY, YOU FIND THAT
THERE ARE 3 FUNCTIONS.”
THE STORY – THE APPLICATION – THE DISTRIBUTION

37. - PJ Pereira
“THE QUESTIONS MATTER MORE THAN ANY
ANSWER.”

38. - PJ Pereira
“INTEGRATED TECHNIQUES.
NOT THE FORMATS.”

39. - PJ Pereira
“IN THE AGE OF CONTENT:
THINK LIKE A MARKETER.
BEHAVE LIKE AN ENTERTAINER.
MOVE LIKE A TECH STARTUP.”

40. - PJ Pereira
“WE NEED TO THINK FROM THE BUSINESS
STANDPOINT. WHAT IS THE PROBLEM THAT
WE’RE TRYING TO SOLVE?”

41. - PJ Pereira
“IF YOU LISTEN EVERY DAY & WATCH HOW
PEOPLE USE IDEAS, THEY BECOME PART OF
THE PROCESS.”

42. - PJ Pereira
“diversity is the mother of creativity.”

43. SPIKE JONZE
DIRECTOR,PRODUCER, SCREENWRITER, ACTOR WORLDWIDECCO, SAPIENTNITRO
MEETTHE DISRUPTORS: ON BUILDING WORLDS WITH TECHNOLOGY & STORY
GASTON LEGORBURU

44. - Gaston Legorburu
“There is ‘story’. There is ‘technology’.
But at the heart of it all is
‘humanity’.”

45. - Gaston Legorburu
“THERE IS A POWERFUL CONNECTION
BETWEEN A STORY TOLD & A STORY LIVED.”

46. - Gaston Legorburu
“A LOT OF ADVERTISING IS NOT
STORY-TELLING AS MUCH AS IT IS
STORY-YELLING.”

47. - Spike Jonze
“TECHNOLOGY IS AN ENDS TO THE MEANS.
AN IDEA IS AN IDEA.”

48. - Spike Jonze
“EVERY TIME WE MAKE SOMETHING WE
DON’T REALLY KNOW WHAT WE’RE DOING,
AND WE’RE FIGURING IT OUT AND TRYING TO
COME UP WITH HOW WE’RE DOING IT.”

49. - Spike Jonze
“THE PEOPLE YOU COLLABORATE WITH ARE
THE PEOPLE YOU LIVE WITH.”

50. - Spike Jonze
“WE MADE WHAT WE THOUGHT WAS
EXCITING.”

51. - Spike Jonze
“AS SOON AS SOMEBODY ELSE IS IN THE
ROOM, YOU SEE IT THROUGH THEIR EYES,
AND YOU’RE EMBARRASSED AT THE PARTS
THAT DON’T WORK. YOU CAN JUST FEEL
WHAT WORKS AND WHAT DOESN’T WORK.”
ABOUT THE VALUE OF SCREENINGS:

52. - Spike Jonze
“THE MOVIES I’M MOST INTERESTED IN ARE
THOSE THAT I HAVE A RELATIONSHIP WITH.
THEY’RE NOT TELLING ME: THINK THIS, FEEL
THIS. THEY’RE GIVING ME ROOM TO
INTERPRET MYSELF INTO.”

53. - Spike Jonze
“‘HER’ WAS CONCIEVED FROM A PLACE OF
QUESTIONS THAT I HAD AND THINGS I WAS
ANXIOUS ABOUT OR TRYING TO
UNDERSTAND.”

54. - Spike Jonze
“EVERY PROJECT STARTS WITH A FEELING.
In the midst of chaos, when I don’t
know if something is working or not, I
go back to that feeling.”

55. - Spike Jonze
“(THE MEDIUM) DOESN’T MATTER AS LONG
AS YOU’RE PUTTING YOURSELF INTO IT
AUTHENTICALLY AND HONESTLY.”

56. - Spike Jonze
“BE WILLING TO GET FIRED ON A GOOD IDEA.”

57. JOANNA COLES
EDITORIN CHIEF, COSMOPOLITAN ACTRESS
FASHION, SEX, CELEBRITY& CHARACTER: A CANDID CONVERSATION
SARAH JESSICA PARKER

58. - Joanna Coles
“WE LIVE IN A WORLD WHERE, SUCCESS
NOW IS EXPECTED TO BE INSTANT.”

59. - Sarah Jessica Parker
“A LOT HAS TO DO WITH TIME & PLACE.”

60. - Sarah Jessica Parker
“IF THERE IS NO SUBSTANCE, IT DOESN’T
STICK.”

61. - Sarah Jessica Parker
“WHEN YOU HAVE THE OPPORTUNITY TO BE
COLLABORATIVE, YOU’RE THAT MUCH MORE
INVESTED IN THE PROCESS.”

62. - Sarah Jessica Parker
“FEELINGS ARE COMPLEX AND IT’S VERY
INTERESTING TO WATCH PEOPLE SORT
THEM ALL OUT.”

63. - Sarah Jessica Parker
“BEING NATURALLY A VERY CURIOUS
PERSON, I LEARNT A HUGE AMOUNT ABOUT
BUILDING, & THE PROCESS, & THE
TECHNOLOGY, & WHAT IT TAKES.”

64. - Sarah Jessica Parker
“I TOOK ON PROJECTS THAT I FELT I COULD
CONTRIBUTE SOMETHING TO AND WORK
WITH PEOPLE THAT I COULD CONTINUE TO
LEARN FROM.”

65. - Sarah Jessica Parker
“WE ARE ASKING FOR HARD-EARNED
DOLLARS FROM PEOPLE.”

66. James
HurmanFounder& Principle,PreviouslyUnavailable
HOW TO BE EFFECTIVE FIRST…AND THEN WRITE IT IN A PAPER

67. - James Hurman
“WINNINGISN’T ABOUT CLAIMING
EFFECTIVENESS, IT’S ABOUT PROVING
EFFECTIVENESS.”

68. - James Hurman
“WE MUST PROVE THAT THE RESULTS ARE
OUTSTANDING FOR THE BRAND, AND THAT
THE RESULTS ARE DUE TO THE CAMPAIGN.”

69. - James Hurman
“CREATE A CLEAR LINE OF SIGHT – SHOWING
THE CAMPAIGN LEADING TO THE RESULTS.
PRESENT IN CHRONOLOGICAL ORDER.
DISCOUNT OTHER FACTORS – CONSIDER
EVERYTHING!”

70. - James Hurman
“WELLWRITTEN RESULTS DEMONSTRATE AN
UNDERSTANDING THAT ADVERTISING
CAUSES A SEQUENCE OF EVENTS.”

71. - James Hurman
“COMMERCIAL RESULTS ARE WHAT MATTER.
BRAND AWARENESS & SOCIAL METRICS ARE
ONLY RELEVANT IN CONTEXT OF THE
COMMERCIAL RESULTS.”

72. - James Hurman
“SHOW A GENUINE COMMERCIAL RESULT.
INCLUDE SALES RESULTS OVER A LONG
PERIOD OF TIME, MARKET SHARE TO GIVE
THE CONTEXT OF MARKET GROWTH, &
HIGHLIGHTBEHAVIOUR CHANGE.”

73. - James Hurman
“THE BEST WORK IS WORK THAT CHANGES
BEHAVIOUR.”

74. BEN ESSEN
HEAD OF PLANNING,IRIS ECD, IRIS
LIFESTYLE HACKING: THE QUESTION IS THE ANSWER
CHRIS BAYLIS

75. - Ben Essen & Chris Baylis
“WE BUILD PARTICIPATION BRANDS THAT
ARE PART OF THE CULTURE, NOT JUST
MARKETING.”

76. - Ben Essen & Chris Baylis
“OUR GOAL IS TO PROVOKE PEOPLE INTO
THINKING THOUGHTS THEY MAY NOT HAVE.”

77. - Ben Essen & Chris Baylis
“DISRUPT THE RELATIONSHIP.”

78. - Ben Essen & Chris Baylis
“DATA IS MOST VALUABLE WHEN WE USE IT
TO SEEK NEW QUESTIONS. THIS IS WHERE
INNOVATION COMES FROM.”

79. - Ben Essen & Chris Baylis
“DATA HELPS US UNDERSTAND WHAT
CONTENT WORKS AND TRAVELS.”

80. - Ben Essen & Chris Baylis
“DATA HELPS US FIND NEW WAYS TO ADD
VALUE.”

81. - Ben Essen & Chris Baylis
“DATA SHOULD INFORM YOUR THINKING,
NOT YOUR DECISIONS.”

82. - Ben Essen & Chris Baylis
“DATA IS GOOD AT PAST & PRESENT.
CREATIVITY SHAPES WHAT WILL HAPPEN.”

83. - Ben Essen & Chris Baylis
“IT ALL STARTS WITH A QUESTION.”

84. - Ben Essen & Chris Baylis
“OUR JOB IS TO MAKE NEW CONNECTIONS BY
ASKING QUESTIONS.”

85. - Ben Essen & Chris Baylis
“JUXTAPOSE & COLLIDE DATA.
FIND STORIES IN IT.”

86. - Ben Essen & Chris Baylis
“LOOK AT THE FRINGES.
EMBRACE UNCOMFORTABLE DATA.
DON’T IGNORE THE OUTLIER. CHASE IT!
IT’S THE ANOMALIES THAT MATTER.”

87. - Ben Essen & Chris Baylis
“SYNTHESIZE DATA INTO CREATIVE WORK.
SYNTHESIZE DISRUPTION.”

88. - Ben Essen & Chris Baylis
“AN IDEA IS THE MESHING OF UNRELATED
THINGS.”

89. - Ben Essen & Chris Baylis
“EMBRACE UNCERTAINTY.
ADD SOME NOISE.
KEEP ASKING THOSE QUESTIONS!”

91. Thank you!
@amrsalt @amrsalt
sa.linkedin.com/in/asallam/ Amr.sallam@gmail.com