Jae Goodman Opinion Contributor @__observatoryJae Goodman is CEO of Observatory (A Stagwell and CAA company). He has won four Cannes Lions Grand Prix, four Emmys, an Effie David vs. Goliath and has never aired a Super Bowl ad. The Big Game Why Some of the Most Memorable Super Bowl Ads Aren’t During the Game Does the money spent on the Super Bowl actually end up paying off for brands? The Client Is Often (but Not Always) Right, and 11 Other Rules to Work By I was recently asked if I have a set of guiding professional principles. Sort of to my surprise, I do! They're a direct consequence of my journey in advertising and beyond. So here's a bit about that journey, followed by the resulting Rules to Work By.