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Secret #6: Give Yourself Away 83

“revealed the President nobody knows,” showed Coolidge’s
sincerity, and “gave something away”—he gave away the
President’s mask of power.

The newspaper reports of the day were jealous and
angry. They wanted a different story. But the public—the
voters—loved it.

Earnest Elmo Calkins, another pioneer in advertising,
wrote:

“The public was more deeply moved to learn how the
President did his shopping, or that when he was up home
in the country he liked to putter around and fix the lock
on the woodshed door, exactly as you or I, than to learn
his views on Farm Relief or the World Court. In short, they
were more interested in the President as a human being
than as a politician or a statesman.”

Bruce Barton’s historic interview simply “gave some-
thing away” to the people: humanness.

HOW GIVING LED TO GREATNESS

Batten, Barton, Durstine, & Osborn (BBDO), once the
largest ad agency in the world (named Agency of the Year
in 2005 by Adweek and Advertising Age magazines), began
as a result of this very secret.

Starting in 1918, at the end of World War I, Bruce
Barton donated his talents to the United War Workers
Campaign. He also helped promote various charities,
including the Salvation Army (Barton coined its famous
slogan, “A man may be down but he’s never out”).

It was during this work that Barton met Alex Osborn
and Roy Durstine (The O and D in BBDO). They became