I met Dan Wieden in 1995 and spent a day at his agency. He seemed to me unequivocally the real thing. I recall breathlessly asking him whether his agency's recent addition of strategic planners to the mix was a way of ensuring that W&K maintained a 'cultural antenna' in the face of growth and a more diverse client list. He kind of snapped back, "I expect everybody in this place to be a goddam antenna." It wasn't until years later, attempting to helm my own firm, that I appreciated the honest truth of that remark. If something isn't in the culture, it isn't in the brand.

Best of luck with the book, Grant.