How to Turn ‘No’ Into ‘Yes’ + Get What You Want [An Essential Strategy That Will Get YOU Hired]

It’s fair to say that I’m obsessed with the human spirit. It is amazing, bizarre and lovely at the same time and it can accomplish unthinkable things in the face of the most harrowing odds, in the face of challenge, in the face of “never”. Which is why I believe in the following quote and the following story that relates to this quote. You may have seen this story ‘blow up’ on social a few months ago, but amidst reflection (and upon this great story and the short film about it), my interest in sharing this story compounded. So, as such, here ’tis….with some extra insights to follow that’ll help you win.

Nothing in this world can take the place of persistence. Talent will not: nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not: the world is full of educated derelicts. Persistence and determination alone are omnipotent.

— Calvin Coolidge

This story opens with a man. A bizarre but fascinating man named Greg Packer — who had set out on an inexplicable journey to become the most quoted man in the news (I know, weird goal, but a seemingly impossible one as well)… but here’s the kicker: he pulled it off. Packer was so successful in his campaign in fact that the Associated Press eventually issued a memo to all its reporters to stop interviewing the guy.

Enter filmmaker friend Andrew David Watson who, when he discovered the Greg Packer story, had the brilliant idea for a perfectly ironic, smart, funny story to tell this Greg Packer’s story from within the media that he hacked. Essentially, tell Greg’s story in the news.

So Andrew pitched his story idea to a bunch of publications. No one bit. Not a one.

This is where – in a very meta way – the human spirit kicks in. Andrew shot the story anyway. And this is where the TAKEAWAY LESSON FOR YOU begins

Andrew cold emailed a rough cut to The New Yorker, they snatched it up right away. Turns out Andrew’s instincts were pretty spot on.

A month after his beautiful little piece published, The Most Quoted Man In News had over 100k views on The New Yorker and Andrew’s Vimeo page had almost half a million.

I never tire of these powerful reminders to pursue personal work, to tackle passion projects, even when the people who write the checks shut the door. In the past, I’ve told you to get used to hearing “NO” and to use it as a motivator. Now I’m telling you HOW. In Andrew’s case, he knew he had a compelling story to capture and he knew he had the tools to do the story justice.

Mark Schwartz did it with his 8×10 Polaroid, and now his work is used by Billabong, Levi’s and Surfrider. Joey L does it, and he’s now turning work away. Tim Ferriss was shot down by 27 publishing houses before the 28th said yes to his multi-million copy selling 4-Hour series of books. Jason Shelowitz (AKA Jay Shells) put up street art that he knew was going to get stolen, but something in his gut/heart/left brain said “do it anyway.”

The common thread in all of these tales of big time success is… PERSISTENCE. Someone told all of these people NO and they forged right ahead and made the thing anyway, and that thing became a successful stand-out piece of their careers.

To give you more insight, I reached out to Andrew with a few questions about this project and how he bounces back from rejection.

First, let’s hear just a little background on your Greg Packer project:

I first met Greg Packer back in 2008. I read a short article about Greg and decided to track him down. It happened to be during the World Series and Greg was in Philadelphia for the Phillies victory parade. I met up with Greg, filmed some footage of him at the parade and got to know him a little better. I thought Greg was a fascinating character but I just wasn’t sure how to make a film about him. I archived the material, kept the story on my ever evolving list of project ideas, and moved on with life.

Fast forward almost 5 years and I was digging through my note book and got thinking about Greg. My visual style and story telling skills had developed a lot in those 5 years and I all of a sudden could picture exactly how I would make the film. I called Greg and asked if he could come down to a studio in Brooklyn for an interview and he (of course!) was super into it.

The best part is the footage I shot in 2008 when I first met Greg, made its way into the final edit as archival material.

Let’s jump right into rejection. You knew you had a good idea. You pitched it, no one bit. How did you handle that rejection? More importantly, how did you handle it with integrity and turn it into resolve?

At this point in my career I’m used to rejection, it’s part of the process. Sometimes it comes down to the creative, but other times it comes down to elements outside of your control such as timing, similar content already under development, etc. I have pitched ideas in the past that I thought were amazing, but once I went through the pitch process, I realized they were not as rock solid as I thought. Other times, such as this project, even after being rejected I still had faith in the story and the passion to pursue it, which told me it was worth doing.

Can you remember the first time you turned a “no” into a project’s first step towards completion? Tell us about it.

A few years ago Etsy came to me and asked if I had any short film ideas that encompassed what their brand was about (handmade, economy of scale, etc). I pitched an idea about a very opinionated motorcycle mechanic I knew in Philadelphia. The producer at Etsy politely turned it down, saying they didn’t really see it working. However, it was a short film idea I always wanted to do and the more I thought about it, the more I just wanted to shoot it anyway, so I did. When I had an edit ready, I showed Etsy and they loved it. They decided to take it with next to no edit changes. The piece went on to get over 300k views, a Vimeo staff pick, multiple festival screenings and was one of Etsy most viewed pieces for a while.

When you resolved to make the The Most Quoted Man anyway, did you make it with the intention of re-pitching it? In other words, was the style, editing, etc. all chosen because you still saw this thing getting published in, say, the New Yorker?

Honestly, no, I decided to make the piece exactly how I saw it. I learned from past experiences that following my gut is usually better than trying to cater to a specific style thats not my own. “Most Quoted Man” is slightly different from other New Yorker pieces (with a lot more graphics and punchy music), however when they decided to take it, they asked for no editorial changes.

Rejection helps us refine our pitching process. How has it helped you refine yours? Can you tell us about some of your pitching success stories and why they were success?

I gravitated towards cameras at a young age because I find images the easiest way to communicate. I was never a strong writer, and I’m still not, so I find it ironic that now I often have to write out my ideas before shooting them. I have refined my pitches by making them as visual as possible, using a lot of reference photos and my past work to explain my vision. Just like anything, the more you do it the better you get at it, but I still have and will always be refining my pitch process.

The lessons we learn as artists can (if we let them) inform many other aspects of our lives. How does this lesson — not taking “no” for an answer — get applied to other aspects of your life (preferably in a positive way!)

Learning to not take “no” for an answer is essentially creative problem solving, which I have always applied to my life. Whether it’s where to live, how to move forward in my career, where to go to university, etc… there is no correct path to take. Feeling comfortable and confident to make your own decisions even if they go against conventional thinking, is just as important as an artist as it is in your everyday life.

You’re sitting in a room with a bunch of talented but frustrated creatives who are struggling to keep rejection from getting the better of them. What is the one piece of advice you would give them?

Rejection is part of the process. It will make you more critical of your own work (in a good way) and will test your faith in your ideas. At the end of the day, rejection is often just one person’s (or a small group’s) creative choice at that given moment. Sometimes it works for you and other times it doesn’t, but the best way to ensure you continue to get the opportunity (even if it means more rejection) is to continue producing the work you are passionate about.

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Follow Andrew David Watson on these channels:

website
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instagram
vimeo

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42 Responses to How to Turn ‘No’ Into ‘Yes’ + Get What You Want [An Essential Strategy That Will Get YOU Hired]

  1. faisal July 4, 2014 at 6:41 am #

    A NO can rob away all your confidence.

  2. Naina July 5, 2014 at 12:11 pm #

    What a delightful story! Especially loved it when Greg laughs about the AP Memo. Incredible.

    What I would like to know from Andrew is this : I have a very narrow understanding of “pitching”. I’ve never done it. I usually barely have time to respond to all inbound enquiries let alone think about pitching. But as my work grows, I am feeling the need to dedicate more time to personal projects or ideas that I would love to execute.

    Andrew, for both the Etsy project as well as this particular film on Greg, when you pitched this to the client AFTER shooting the film and showing them an edit, did they still pay you for the gig?

    ( I realize this might sound like a crazy question but kindly bear with me – my work is currently focused on Indian clients and the feedback I’ve usually received is that if I’m going to be pitching a finished set of images to a prospect, they will, in all probability expect those for free / minimal compensation. )

    Does the above process of pitching affect your pricing in any way Andrew?

    Thank you in advance for answering.

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