My Mantra: Deutsch's Val DiFebo on the Power of 'Yes'

How the agency's New York CEO leads with positivity

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In perhaps one of the odder nods to marketing in entertainment, one line in the 1995 film Tommy Boy rings true. While talking to clients, Big Tom (played by the late Brian Dennehy) says, “Why say no when it feels so good to say yes?

That spirit of “yes” drives Deutsch New York CEO Val DiFebo, and is an essential mantra that she follows in her daily life. It’s so prominent that a large neon sign with the word greets people when they walk into her office.

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