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It’s ok to fail. In fact, Taxi’s Paul Lavoie encourages it.
In a presentation on day four of Advertising Week, Lavoie preached experimentation and risk-taking. Also, rather than bemoan doubt or rejection, embrace it, because it may mean you’re onto something unconventional. Or, as Lavoie more colorfully put it, “Make ‘no’ your bitch.”
By way of example, Lavoie, chairman and co-founder of Taxi, showed two agency ads for Viagra that simply and colorfully sold the product without once uttering phrase, “erectile dysfunction.”
One ad featured two seventysomething men on a putting green.
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