The first manifesto

From airlines to peanut butter to Japanese car companies, they all want one. And not just one. One like the one that started it all. And agencies want to give it to them.

The manifesto. That crisp, concise group of words that at once lays out the philosophy, character, promise, mission and direction of a company.

My friend Rich Siegel over at Round Seventeen is the best manifesto writer working, and he's written more of them than anyone I know including me. But as he'd be the first to tell you, even when it's right in front of them, they don't always see it. In a global campaign gang...effort for a luxury car company, I won't say which one - Infiniti - Rich wrote an incredible manifesto. I walked in the conference room where it was pinned on the foam core with about 25 other, lesser manifestos, and was in awe. In fact, I gave it the ultimate copywriter compliment: I wished I'd written it.

At the end of the exercise though, Infiniti stayed with the work it was doing.

The benchmark for all manifestos is and will always be Apple. But that particular one is uniquely reflective of an uncompromising leader with a singular vision. Two things too many companies are lacking.

But don't think I'm completely against them. I'm not. They're good for business.

So here's to the crazy ones. Because people who are crazy enough to think they need to hire freelancers to write manifestos are the ones that do.