These notions were not too popular with the big guys at the time but Raymond knew what he was doing. He knew his impact on the business he advertised was huge.

So he helped his clients hire the best sales managers around. He helped them see a new way of doing business. He opened their eyes. How did he do it? He trusted what he did. He left his mark on the clients he advertised. He helped them evolve. Most important – he didn’t quit. He did not settle for the second place either.

“Resist the usual” Raymond used to say. He encouraged copywriters and art directors in his company to change whenever needed. He was a genius and an innovator.

But that was than…

[to be continued]