This is a conversation with Jon Steel. He is one of the most well-known and respected strategists in the history of advertising. He started his career at BMP, which is one of the agencies that pioneered the concept of account planning. He became the first head of planning for Goodby back when they were 30 people and eventually took on the role of partner and Vice Chairman. He spent the rest of his career with WPP as Global Planning Director. He also led the WPP Fellowship, an elite global graduate recruitment and training program that was designed to create future leaders for the company. In 1998, he wrote one of the bibles of account planning, Truth, Lies and Advertising, and he followed up with Perfect Pitch, the art of selling ideas and winning new business, in 2006. Enjoy!