I Can't Believe I Lived The Whole Thing by Howie Cohen

How is it that Howie Cohen’s book arrived in my mailbox 30 hours ago and I’m already writing a review for it?

It’s just that good. 

Unlike many ad luminaries -- the great George Lois comes to mind -- Howie doesn’t climb up on a soapbox or act like god’s gift to creativity, although by all rights he could, having penned Hall of Fame work for Alka-Seltzer at Wells, Rich, Greene and starting at Doyle Dane Bernbach in its heyday.

Howie was surrounded by world-class creatives as a young writer, a newbie at arguably the greatest agency of all time during the greatest advertising revolution of all time.

He credits the experience with launching his career. 

Howie’s genuine, self-effacing nature and willingness to admit to mistakes makes for a riveting read. He even admits to owning and loving a comfy blue Snuggie.

Why that didn’t make the cover, I’ll never know. 

Howie credits his wife for his accomplishments. He credits his partners and his bosses. He shares his experiences, good and bad, and tells you about his people and just how much they meant to him. He shares the spotlight with others and gives credit where it’s due. And he isn’t afraid to acknowledge a few snakes in the grass along the way, which makes this book even better. 

Howie’s optimism, warmth, and heart is the pulse that drives this memoir. 

His talent for recognizing strong, simple ideas, pulled me through it, and left me wanting more. 

His utmost respect for Mary Wells Lawrence of Wells, Rich, Greene, is a lesson to all about mentorship. Mary reminds me of my early boss, Jean Craig, one of my greatest bosses and mentors. She set the bar mighty high. 

Finding a mentor can make all the difference in a career and that point is a clear takeaway from Cohen’s book. We all need people like Mary and Howie in our lives and careers, now more than ever.  

Mary Wells Lawrence was clearly a phenomenal advertising woman and I had only a cursory knowledge of her talents and accomplishments. 

This book completely expanded my view.

Mary’s respect for Howie and his partner paints an impressive picture of a bygone era where love, and culture, and family meant more than quarterly earnings. Crazy, right?

I’ve since ordered Mary’s book, A BIG LIFE (in advertising), so I suppose it would be fair to say that Mary also owes Howie a debt of gratitude for telling a bit of her story. 

I loved, “I Can’t Believe I Lived The Whole Thing”, and strongly suspect it's because of the person Howie Cohen is and the leader that Mary Wells Lawrence was. 

Two advertising greats, who did great things.

Howie admits to flaws and mistakes along the way making this book is a great cautionary tale of how important it is to understand all facets of the business, not just how to be a successful creative. And to beware of the trappings.

Cohen’s wife, family, friends, employees, vendors, and most of all, his clients were lucky to have his wisdom, talent, and loyalty.

You’d be hard-pressed to find a more charming and enjoyable read or a better mentor for that matter.

I lived and loved the whole thing in just one Sunday. In the immortal words of Howie Cohen himself, try it, you'll like it.