In the thirty years before 1933, Germany won the Nobel Prize 33 times.
The USA only won it 6 times.
But then something changed.
Because, in the next thirty years, Germany only won the Nobel Prize 8 times.
And the USA won it 52 times.
So what happened in 1933?
Adolf Hitler came to power.
He passed a law that only people of pure Aryan race could hold public office.
This meant that 3,000 Jewish professors were dismissed from German universities.
That was 20% of the entire teaching staff.
Mathematicians, physicists, chemists, biologists, all the professors.
Not dismissed for incompetence, dismissed for their race.
Nothing to do with their work.
Hitler wasn’t concerned with their work.
He only wanted Aryan professors teaching German students.
So all those Jewish scientists left Germany for the USA.
Among them were Einstein, Schrodinger, Haber, Teller, and Fermi.
Also two of the most influential in starting the Atomic Bomb project:
Frisch and Peierls.
Luckily for the world, Hitler wasn’t interested in their work.
He was judging something else.
Obviously, what he did was stupid.
But we’re all guilty of that sometimes.
Judging factors other than the quality of the work.
Take the agency pitch situation.
Often clients make a decision based on liking the people.
Or the agency’s location, or the decoration, or the ‘vibe’.
Almost everything except the work.
Personally, I’m a simple person.
I judge something for what it does.
How much I like it, depends on how well it does what it does.
There’s an old saying about advertising.
“No one wants a nail. They want a picture hung on the wall.”
That’s how I am.
All I want is a solution, not a friend.
If I’m ill, I want the doctor who can cure me the quickest.
Not the one with the best bedside manner.
If my car’s broken I want the garage that can fix it fastest.
Not the one that remembers my birthday.
Most pitches occur because the client’s got a problem.
Usually their advertising isn’t working.
So they’ve been told by their boss to get the advertising fixed, quick.
The client knows their job depends on getting the answer right.
So they’re worried.
They’ve got to look at a lot of agencies and spend millions of pounds on a solution that could determine their career.
At this point, I wouldn’t be thinking about who I liked.
I’d be thinking about who I could depend on not to let me down.
That means I’d be looking at the work.
Not at how much they smiled, or how attractive they were, or how stylish, or how trendy, or how charming.
If the advertising doesn’t work none of that matters.
So IMHO, you judge everything on the work.
Luckily for us Hitler didn’t do that.
He depended on people he liked, and that wasn’t enough.
In truth everyone, even consumers, knows that isn’t enough.
Years ago in New York, Chase Manhattan Bank spent a lot of money on an ad campaign.
It showed people shaking hands with the smiley bank staff, waving, and hugging each other.
And throughout, happy music was playing.
At the end came the strapline “You’ve got a friend at Chase Manhattan”.
Shortly afterwards, their competitor, Bankers Trust, ran a different sort of ad.
Their bank manager talks to camera.
He says “If you need a loan, or a better rate of interest, or any serious financial advice, come and see us.
If anyone can help you, we can.
Remember, if you want a friend, get a dog.
You’ll find a banker at Bankers Trust.”
It made Chase Manhattan look so ridiculous that, shortly afterwards, they had to stop running their campaign.