Obsessives, Pioneers, and Other Varieties of Minor Genius

1. The power of storytelling in advertising: Shirley Polykoff's Clairol campaigns

"Does she or doesn't she? Only her hairdresser knows for sure."

Revolutionizing hair color marketing. Shirley Polykoff, a copywriter at Foote, Cone & Belding, transformed the hair color industry with her iconic Clairol campaigns. Her slogans tapped into women's desires for discretion and self-expression, making hair coloring socially acceptable and even empowering.

Cultural impact. Polykoff's campaigns, such as "Is it true blondes have more fun?" and "If I've only one life, let me live it as a blonde!", resonated deeply with American women. They reflected and shaped societal attitudes towards beauty, femininity, and personal identity. By the 1970s, the number of American women coloring their hair had risen from 7% to over 40%, largely due to Polykoff's influence.

Advertising as art. Polykoff's work demonstrated the power of storytelling in advertising. She created narratives that women could relate to, using relatable models and scenarios that spoke to the average American woman's aspirations and insecurities. This approach not only sold products but also shaped cultural norms and expectations.

2. Hair color as a reflection of social change and women's empowerment

"Because I'm worth it."

Shifting paradigms. The evolution of hair color advertising from Clairol's "Does she or doesn't she?" to L'Oréal's "Because I'm worth it" reflects the changing status of women in society. This shift mirrors the transition from a focus on pleasing others to asserting self-worth and independence.

Empowerment through choice. Hair color became a symbol of women's increasing autonomy and self-expression. The ability to change one's appearance at will represented a form of control over one's identity and destiny.

Marketing to the modern woman. L'Oréal's campaigns, spearheaded by copywriter Ilon Specht, targeted a new generation of women who were entering the workforce and demanding equal rights. The "Because I'm worth it" slogan resonated with this demographic, positioning hair color as a statement of self-value rather than a means of deception or conformity.

3. The scientific revolution in advertising: Herta Herzog's motivational research

"You could use the techniques of healing to figure out the secrets of selling."

Psychological approach to marketing. Herta Herzog, a pioneer in motivational research, revolutionized advertising by applying psychoanalytic techniques to consumer behavior. Her work at the Jack Tinker & Partners agency introduced a new level of psychological insight into marketing strategies.

Understanding consumer motivations. Herzog's methods included:

• In-depth interviews
• Word-association tests
• Figure drawings with stories
• Psychological tests before and after alcohol consumption

Practical applications. Herzog's research led to breakthrough campaigns and product improvements:

• Doubling Alka-Seltzer sales by showing two tablets being used instead of one
• Developing the concept of "the blahs" to market Alka-Seltzer for both stomach aches and headaches
• Choosing the name "Oasis" for cigarettes based on its appeal to orally fixated smokers

4. The birth control pill: John Rock's quest for a "natural" contraceptive

"John, always stick to your conscience. Never let anyone else keep it for you. And I mean anyone else."

A Catholic doctor's dilemma. John Rock, a devout Catholic and one of the inventors of the birth control pill, believed that his faith and his scientific work were compatible. He argued that the Pill was a "natural" method of contraception because it used progestin, a hormone already present in the female body.

Challenging the Church. Rock's efforts to reconcile his invention with Catholic doctrine included:

• Arguing that the Pill was an extension of the rhythm method
• Writing "The Time Has Come: A Catholic Doctor's Proposals to End the Battle over Birth Control"
• Testifying before the FDA about the Pill's safety

Unintended consequences. Rock's insistence on maintaining a 28-day cycle for the Pill, to mimic the natural menstrual cycle, had long-lasting effects on women's health. This decision, made to appease religious concerns, may have inadvertently increased women's risk of certain cancers and other health issues.

5. Challenging the "natural" paradigm: Malcolm Pike's alternative birth control approach

"We were all trying to work out how the hell we could fix the Pill. We thought about it day and night."

Rethinking hormonal contraception. Malcolm Pike, a medical statistician, proposed a radical new approach to birth control that challenged John Rock's "natural" paradigm. Pike's method aimed to reduce breast cancer risk by mimicking menopause rather than pregnancy.

GnRHA: A new approach. Pike's proposed contraceptive would use:

• GnRHA to suppress ovarian hormone production
• Small amounts of estrogen and progestin added back for bone and heart health
• Four annual menstrual periods instead of twelve

Potential benefits. Pike's method could:

• Reduce breast cancer risk by up to 50% with 10 years of use
• Provide protection against ovarian cancer
• Offer a more tailored approach to hormonal contraception

6. The evolutionary perspective on menstruation and women's health

"It's a pity that gynecologists think that women have to menstruate every month. They just don't understand the real biology of menstruation."

Natural vs. modern menstruation. Beverly Strassmann's research on the Dogon tribe in Mali revealed that women in preindustrial societies experienced far fewer menstrual cycles than modern women:

• Dogon women: ~100 lifetime menstrual cycles
• Modern Western women: 350-400 lifetime menstrual cycles

Health implications. The dramatic increase in menstrual frequency may contribute to higher rates of:

• Ovarian cancer
• Endometrial cancer
• Breast cancer

Rethinking women's health. This evolutionary perspective suggests that:

• Frequent menstruation may not be necessary or beneficial for women's health
• Birth control methods that reduce menstrual frequency could have protective effects against certain cancers
• Medical approaches should consider the evolutionary context of women's reproductive biology

7. Cesar Millan's dog psychology: The importance of calm-assertive energy

"The whole point is that everybody has to stay calm, submissive, no matter what."

Understanding dog behavior. Cesar Millan, known as the "Dog Whisperer," emphasizes the importance of projecting calm-assertive energy when interacting with dogs. His approach focuses on:

• Exercise, discipline, and affection (in that order)
• Establishing clear rules and boundaries
• Using body language and energy to communicate with dogs

The power of presence. Millan's success in rehabilitating problem dogs stems from his ability to project a calm, confident demeanor. This "presence" is similar to what effective teachers, leaders, and other authority figures possess.

Practical applications. Millan's techniques include:

• Using subtle body language cues to assert dominance
• Providing consistent, firm correction for unwanted behaviors
• Creating a structured environment for dogs to thrive in

8. The hidden talents of dogs: Understanding human cues and body language

"Dogs are really interested in humans. Interested to the point of obsession. To a dog, you are a giant walking tennis ball."

Unique cognitive abilities. Research by anthropologist Brian Hare has shown that dogs possess remarkable skills in interpreting human gestures and intentions, outperforming even our closest primate relatives in this area.

Social intelligence. Dogs excel at:

• Following human pointing gestures
• Reading human facial expressions
• Understanding human attention and gaze direction

Evolutionary adaptation. These abilities likely evolved as dogs became domesticated, allowing them to form close bonds with humans and cooperate in tasks such as hunting and herding.

Implications for dog training. Understanding dogs' sensitivity to human body language can improve training methods and human-dog communication:

• Use clear, consistent body language when giving commands
• Be aware of subtle cues you may be unconsciously giving your dog
• Leverage dogs' natural attentiveness to humans in training exercises

Last updated: October 17, 2024