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Changing the World Is the Only Fit Work for a Grown Man Paperback – February 28, 2012
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4 of 4 people found the following review helpful
By
Eugenie Verney
on June 26, 2012
Format: Paperback
1 Comment
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You have to wonder what Howard Luck Gossage would have made of the "Friend of Gossage" t-shirts now on sale with his iconic ads and charismatic face emblazoned across them. But then he started that, more than 50 years ago, with just one of his many mould-breaking, rule-changing campaigns.
I had no idea who Gossage was, what he had done, or the astonishing extent of his influence until -- by pure chance -- I came upon Steve Harrison's eloquent book. Part biography, part eulogy, carefully crafted and beautifully written, it pays fitting tribute to a man well overdue some serious recognition.
My background isn't advertising; I arrived here from a career in journalism and PR, so have no hard-wired grounding in the minutiae of this most complex of industries. Perhaps that explains why the Gossage I found in Harrison's book is barely an ad man at all. Or it could equally be down to how Harrison has approached his task.
It would have been beguilingly easy for one man of advertising -- and a master at that -- to write a straightforward and accomplished account of another man of advertising. But Harrison hasn't done that. In Changing the World is the Only Fit Work for a Grown Man: An Eyewitness Account of the Life and Times of Howard Luck Gossage: 'Sixties America's Most ... Influential and Irreverent Advertising Genius, he does exactly what he promises in his sub-title: he gives an eyewitness account of Gossage's life and times, teasing out from those who knew him best and worked most closely with him what actually made this most remarkable man tick.Read more ›
I had no idea who Gossage was, what he had done, or the astonishing extent of his influence until -- by pure chance -- I came upon Steve Harrison's eloquent book. Part biography, part eulogy, carefully crafted and beautifully written, it pays fitting tribute to a man well overdue some serious recognition.
My background isn't advertising; I arrived here from a career in journalism and PR, so have no hard-wired grounding in the minutiae of this most complex of industries. Perhaps that explains why the Gossage I found in Harrison's book is barely an ad man at all. Or it could equally be down to how Harrison has approached his task.
It would have been beguilingly easy for one man of advertising -- and a master at that -- to write a straightforward and accomplished account of another man of advertising. But Harrison hasn't done that. In Changing the World is the Only Fit Work for a Grown Man: An Eyewitness Account of the Life and Times of Howard Luck Gossage: 'Sixties America's Most ... Influential and Irreverent Advertising Genius, he does exactly what he promises in his sub-title: he gives an eyewitness account of Gossage's life and times, teasing out from those who knew him best and worked most closely with him what actually made this most remarkable man tick.Read more ›
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3 of 3 people found the following review helpful
By
Lauren
on January 2, 2013
Format: Paperback
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I had the privilege of knowing Howard. He was the only genius I ever met. I was in my 20s and knew him and his amazing group of friends during the last 3 years of his life . Must read. A book for anyone who wants a glimpse of real creativity, guts, humor and the heights of the human spirit in a man . Being around him was contagious ! Then you will know what you can do too: just different! Inspiring !
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1 of 1 people found the following review helpful
By
George Parker
on May 25, 2012
Format: Paperback
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I thought I knew everything there was to know about Howard Gossage. Or, as Alex Bogusky has been known to refer to him, Harold Gossage! For years, I have been convinced that the man was, without a doubt, the single most important influence on advertising of all time. That's why, over the years I have shamelessly referenced, ripped off and homaged Gossage in my blogs, columns and books. Yet for all that, Steve Harrison's recent book on Gossage is a veritable treasure trove of new information and insights on the man described as "The Socrates of San Francisco," who in my humble opinion would be better served with a descriptor as "The Cicero of San Francisco." Unlike the Greek, the Roman was described as erudite, charming and rather vain. Obviously, Steve covers the full panoply of Howard's ground breaking work for everything from Irish Whiskey. "Flahoolick." To the environment, "Saving the Grand Canyon." He also covers the amazing range of people he met, nurtured, encouraged and influenced, from Tom Wolfe to Marshall McLuhan, all of which would gather back at The Firehouse for long, alcoholic fuelled get-togethers. On any given day the office (which never housed more than 13 employees) must have looked like a nineteenth century Parisian salon. Not only does Steve Harrison interview anyone still living who had any kind of interaction with Howard, he must have spent an inordinate amount of time going through the dumpster at the back of The Firehouse to have amassed an amazing number of Howard's original typed and hand written letters. I urge you to read "Changing the world is the only fit work for a grown man," not just because it is the definitive reference work on an extraordinary man, but also because it contains an amazing amount of stuff I have never seen anywhere else...Read more ›
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By
A3
on November 4, 2013
Format: Paperback
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I thought I knew or had read about all the famous ad people: della Famina, Trottie, Hegarty, Abbott, French, that E guy, the Saatchi Bros, Mary Wells, etc etc
The book was a pleasant surprise
Well-written - no surprise here: I used to work on the same accounts as Harrison but the work his London office did was always infinitely better
What's surprising is one adman paying tribute to another
(Yes, I know: there's the Bill Bernbach book)
The late Howard G was a genius
And while quite a few of his work have appeared in ad annuals, it's amazing how someone from the 60s was already doing stuff we now think we have invented
The book's well-researched and informative
Through Harrison, we see Gossage's genius
The book is also a sad indicmentof how much advertising has changed - and not for the better
The book was a pleasant surprise
Well-written - no surprise here: I used to work on the same accounts as Harrison but the work his London office did was always infinitely better
What's surprising is one adman paying tribute to another
(Yes, I know: there's the Bill Bernbach book)
The late Howard G was a genius
And while quite a few of his work have appeared in ad annuals, it's amazing how someone from the 60s was already doing stuff we now think we have invented
The book's well-researched and informative
Through Harrison, we see Gossage's genius
The book is also a sad indicmentof how much advertising has changed - and not for the better
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By
DunCAN
on July 17, 2013
Format: Paperback
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What an excellent insight into the father of social media. If he were alive today I wonder what he would do with the social media phenomena that we see today. If you have an interest in marketing and advertising you must read it this one.
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By
George Cybulski
on July 5, 2013
Format: Paperback
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This is the inspiring biography of Howard Luck Gossage who utilized the power of his ability for persuasion to inspire others and do the hard work required to make a difference in the world. I was taken by the title and found Howard's life, times and work to be an object lesson on the ability to change the world for good. I enjoyed the book immensely and placed it upon my bookshelf in the rare company of other works of great merit.
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