Introduction: The Story of a Successful Businessman by Robert R Updegraff
Obvious Adams by Robert R. Updegraff is a captivating narrative that delves into the life and experiences of Oliver B. Adams, affectionately known as Obvious Adams, a seemingly ordinary man with an extraordinary talent for recognizing and implementing simple, yet effective solutions to complex problems.
Set against the backdrop of the bustling advertising industry, the story unfolds as Adams navigates through challenges, showcases his practical insights, and earns recognition for his remarkable contributions. Through Adams' journey, readers are invited to explore timeless themes of simplicity, persistence, and talent recognition, which serve as guiding principles for success in both business and life.
Summary of Obvious Adams: The Story of a Successful Businessman by Robert R Updegraff
Obvious Adams was famous. And he worked for one of the large advertising firms. Adams played an important factor in the success of many large companies. To look at, others thought he wasn’t much to look at. And when he spoke, others thought he had nothing earth-shattering to say. Others wondered why he was so popular.
The people Adams helped thought he was a wonder. He came up with solutions that, when thought about, were obvious. And they wondered why they hadn’t come up with the solutions.
Origins of Obvious Adams
Obvious Adams started life as Oliver B. Adams in a little grocery store in a small New England town. He grew to become “Obvious Adams” in the business world. He had humble beginnings, but made something of himself. There’s truth to the adage that it’s not where you start, but where you end up.
While working at a public market during the day, Adams went to school in the evenings. When it was close to the end of his final year at night school, the principal arranged vocational talks. One was with a famous advertising man, James B. Oswald, president of the famous Oswald Advertising Agency.
Oswald was an excellent speaker, adapting his talk to the audience. Young Oliver Adams was captivated by what he was hearing. He approached the speaker at the end of the talk and shook his hands. Adams took Oswald’s message to heart and by the next morning he decided he wanted to work in advertising for the Oswald Advertising Agency.
Bold Pursuits and Persistence
Although this bold idea frightened Adams, he requested two hours off from his job at the public market. He walked to the agency and when he got there, requested a meeting with the advertising man. His receptionist told Adams that Oswald was busy, and he replied he could wait one hour and 10 minutes.
His boldness surprised the receptionist, and she relayed the message to Oswald, who responded he could see Adams in 20 minutes. During the meeting, Adams communicated what he wanted, but Oswald wasn’t very impressed with the young man and declined to hire him. Adams didn’t beg for an opportunity. He simply said he would work at showing the ad man he was worth hiring. One reason Oswald decided not to hire Adams was he thought he didn’t look showy, like someone working in advertising.
Adams’ attitude surprised Oswald. He was chagrined. But later, when he thought about it, how many people had enough sense to see and do the obvious things.
“And how many of us have persistency enough in following out our ideas of what is obvious? The more I thought of it the more convinced I became that in our organization there ought to be some place for a lad who had enough sense to see the obvious thing to do and then to go about it directly, without any fuss or fireworks, and do it!?
And by George, the next morning I sent for that lad and gave him a job checking up and filing periodicals.”
Twenty-five years later, Oliver B. Adams is the vice-president and active head of the great Oswald Advertising Agency. Twice a week, Oswald, who is now old, visits the office to chat with Adams.
Talent Recognition and Continuous Learning
When Oliver Adams started working for James Oswald, he made suggestions on how to make processes more efficient. He also found people who could do his job at a cheaper rate. But he was savvy enough to suggest other areas in the firm where he could make a difference. Adams had his eyes set on the copy department because he noticed they had to work late hours to deliver work.
Oswald remarked Adams was no John Wanamaker and to go back to his work. That didn’t deter Adams. The copy department was working on a large campaign for the California Peach Canners’ Association. He wasn’t deterred by the rejection, but wrote the copy. He learned as much as he could about peaches.
Howland, the copy chief, didn’t wait for Adams to return. He took Adams’ ad to Oswald. He knew Adams wasn’t clever, but there were already too many clever ad men. Adams’ ordinariness allowed him to see the essential points and state them clearly. Howland wanted Adams as his apprentice, and Oswald agreed.
They polished the copy Adams had written and assigned him another subject to write on. His first attempts weren’t great and the copy chief rethought his decision. The company secured another account for package cake. Adams heard about the new account. Being practical, he went to a grocer that sold the product.
He bought the cake and had a large portion for his lunch. That night, while at home, Adams worked on the cake problem. He decided if he could work on any part of the campaign he’d do a good job. Unfortunately, the project was assigned to someone older. Despite his disappointment, he committed to work on the campaign during his spare time. Three weeks later when he saw the proofs, his heart sank. They were good and he thought he’d never be able to write like that.
The company mapped out the campaign for six months. Four months later, despite some traction. The Golden Brown Cake Company liked the campaign, but it wasn’t delivering what they wanted, which was a lot more sales.
Boldness Helps in Success
The cake company decided to discontinue the advertising. Everyone was disappointed, including Adams. That night, Adams went home downcast. He thought about the cake company, then he took out the work he’d done on the campaign. He made adjustments and polished the copy. Being a bold person, he requested a meeting with Mr Oswald and showed him the work he’d done. Mr Oswald read the copy and smiled.
He realized Adams did what they hadn’t. They had done too much advertising and not enough selling. Mr Oswald got the cake company to give them another chance, and he told Adams to take the copy to Mr. Howland, the copy chief. To create the copy, Adams used all the knowledge he gained from working in the public market and at the grocery store.
The Golden Brown Cake Company changed the packaging as recommended by Adams and before they even started the sampling in grocery stores, sales were up substantially.
The Legacy of Obvious Adams
The above makes so much sense. Many people don’t like to think and so they outsource their thinking. Obvious Adams suggests that the most successful people do the obvious. This is making me think because I thought it was important to look at the non-obvious to be a cut above the rest. Considering the book Obvious Adams was published in 1916, a lot of the information is still valid a century later.
5 Tests of Obviousness:
- Simplicity: Obvious solutions are often simple and straightforward.
- Clarity: The obvious solution is clear and easy to understand.
- Practicality: Obvious solutions are practical and can be implemented effectively.
- Relevance: The obvious solution addresses the core problem directly.
- Common Sense: Obvious solutions often align with common sense and basic principles.
Conclusion: Obvious Adams: The Story of a Successful Businessman by Robert R Updegraff
Obvious Adams stands for inspiration and wisdom, offering timeless lessons for navigating the complexities of the modern world with clarity and purpose. Through the journey of Oliver B. Adams, readers are reminded of the inherent power of simplicity, persistence, and effective communication in achieving success and making a meaningful impact.
As we leave the world of Obvious Adams, let us carry forward the invaluable lessons learned, embracing the spirit of innovation, and recognizing the potential for greatness that lives within each of us.
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