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The Ten Headlines in Ten Minutes Challenge

The Ten Headlines in Ten Minutes Challenge

Jan 13, 2022 | Posted by Kim | Musings |

or, How I landed my first advertising agency gig.

In the mid ’80s, while still a student in college, I decided I didn’t want to wait until graduation to land my first copywriting job. I had amassed years of experience in the production department of a daily, then a weekly newspaper, with occasional feature writing. But I was ready to take it to the next level.

So I selected what largely was regarded as the best advertising agency in Lafayette, The Graham Group, made an appointment, and brought along my portfolio (and I use the term quite loosely) of work.

As I sat across the conference table from the agency CEO, George Graham, he was rather straightforward and asked one simple question: “Why should I hire you?”

Without hesitation, my response was simply, “You give me ten minutes, I’ll give you ten headlines.”

Insert a blank stare and a long pause here.

“What?”

I repeated the challenge, followed with, “If I can’t deliver, don’t hire me.”

With raised eyebrow, he nodded and replied, “Okay, you’re on.”

He proceeded to describe a project on which the agency was working, handed me a marker and pointed to a white board.

“I’ll be back in ten minutes,” he stated.

He left, closing the door behind him.

Twelve minutes later he returned, cracking the door slightly and peering in, probably expecting to see me still scribbling away on the board. What he found, however, were 11 headlines on the board (some of which were admittedly mediocre, with others right on point.) After reviewing all of the headlines, he looked at me squarely in the eyes and said, “You’re hired.”

It was a sweet victory that was defined not so much by the quality of the product as the fearlessness of the approach. Part confidence, part terror, and the willingness to risk failure in order to succeed. It worked. And to make the occasion even sweeter, the agency ultimately used one of the 11 headlines in the campaign.

The next year brought with it a tremendous opportunity to create and collaborate, to learn from some of the best in the industry, and to grow in the profession of which I’d dreamed since early childhood (yes, really.)

Is it always that easy? Of course not. But on that day, in that moment, the stars and planets aligned and provided an opportunity for which, to this day, I remain incredibly grateful.

So now, some 30 years after the Ten Headlines in Ten Minutes challenge, I extend a heartfelt thanks to George Graham, for taking a chance on a young, largely inexperienced writer, paving the way for a career that has since brought with it many more challenges, rewarding moments, and yes, even occasional less-than-stellar moments.

The takeaway remains one of my lifelong philosophies: never let the fear of failure overrule the promise of possibilities. Because in the end, the risks we take lead to the rewards we celebrate, or lessons learned that make us all the wiser.

So either way, we win.

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  • Sue Gibbs
    · Log in to Reply

    January 13, 2016 at 10:56 PM

    This is a great story. I wonder how many students now have the opportunity to do what you did. I’m sure making appointments with a CEO is rare with technology sifting through all of the online resume submissions. It’s too bad what the corporate world could be missing out on because of the at-arms-length process. Here’s to small businesses who still do it the old fashioned way!

    • Kim Bergeron
      · Log in to Reply

      Author
      January 14, 2016 at 9:59 AM

      Thanks, Sue. Agreed, it’s quite rare these days. More often than not, job applications and resumes disappear into the black hole. The internet certainly has changed the hiring dynamics, and not in a good way.

  • Kevin Prejean
    · Log in to Reply

    January 15, 2016 at 11:09 AM

    Hey Kim,

    Been a long time, friend. George forwarded this blog post to me. TBH, I had to do some investigating to place you as your married name threw me off the trail.

    I don’t recall the “Headline A Minute Challenge” story. Very entertaining. I, too, broke into the business at the Graham Group. And I’m very grateful to George, as well.

    Good to hear you’re doing well and take care.

    • Kim Bergeron
      · Log in to Reply

      Author
      January 16, 2016 at 6:42 PM

      Hey, Kevin, great to hear from you! Hoped to run into a few folks, including Graham colleagues, at the alum exhibit last night. Saw your (as always) spectacular work.
      Re the challenge, I recall for many years after I left the Graham Group, every time I’d see George, he’d say, “Ten Minutes. Ten Headlines.” It was amusing. I had reached out to him to ask if it was okay to include his name in the post, or if he’d rather I not specify. So happy to provide credit where credit is due all these years later. Thanks for reaching out and please keep in touch!

  • Karen B. Gibbs
    · Log in to Reply

    February 17, 2016 at 6:11 PM

    Hi Kim,
    Great story–engagingly told. Your trademark!
    Keep ’em coming, my friend!

    • Kim Bergeron
      · Log in to Reply

      Author
      February 20, 2016 at 9:21 PM

      Thanks much, Karen. This, coming from you, a wonderful storyteller, is such a compliment!

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