This has to be one of the greatest advertising talks I've seen. It is the embodiment of George Lois. His personality, his work, his edge. Not only is this great design advice, it's advice for anyone in advertising.
One of the things I love about Lois is how sure he is, and how sure he wants all of us to be. He attests multiple times that things he has done are the best in the world. Campaigns that were the best received in all history, campaigns that launched brands or people over night, campaigns that sold out all the product in a matter of hours. If he did it it is nothing but the best. He even wants us to know that his school was the best school in all of the country.
But when Lois says it it doesn't feel like bragging. He backs up the talk with solid work and solid stories. Of course not everything he says is 100% true but he sells you on the dream that he is the best art director who ever walked this earth, dammit! It's endearing, and a quality seldom seen among today's ad people.
And, of course, he's right about a lot of things. He's right about being different, pulling out something different, having a big idea is the thing that will set any ad apart. What he represents is a time when advertising was a little less complicated and, perhaps, a little better.
The whole thing is great, but I loved his three rules for design especially:
In a profession that should have no rules, I have three commandments. Three, for all to heed.
One, reject Group Grope. Learn how to use your own head. And don't listen to the bullshitters all around you, and the naysayers.
Two, reject Analysis Paralysis.
Three, to truly produce masterful work, reject Con. Create Icon.
If you can really understand what I just said you can be a great graphic designer. And if you don't understand what I just said, you'll always be a designer.
Thanks to Stan Lee and Sell! Sell! for passing this along.