People don’t buy what you do, they buy why you do it.

—Simon Sinek

Don Draper had a problem.

It is the last scene of the very first episode of Mad Men. We have yet to discover the brilliant, manipulative, smooth-talking, shape-shifting, debonair ad man that is Don Draper. But not for long.

In 1960, when this scene takes place, the dangers of smoking were just becoming widely known. Draper is tasked with the unenviable job of selling Lucky Strike cigarettes. His assignment is being made doubly difficult by the latest FTC rules which mandate that cigarette advertisers can no longer make any health claims such as “low-nicotine” or “filtered tips.”

The pitch meeting with the execs from Lucky Strike is not going well. ...

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