SURPRISE + ACTION
Cindy Gallop on Cool
As told to Emma Alvarez Gibson
Cindy Gallop is a graduate of Somerville College, Oxford, whose background is over 30 years in brand-building, marketing and advertising – she started up the US office of ad agency Bartle Bogle Hegarty in New York in 1998 and in 2003 was named Advertising Woman of the Year. She is the founder and CEO of IfWeRanTheWorld, co-action software launched in beta at TED 2010 and subsequently written up and taught as a Harvard Business School case study, which enables brands to implement the business model of the future – Shared Values + Shared Action = Shared Profit (financial and social). She is also the founder of MakeLoveNotPorn– ‘Pro-sex. Pro-porn. Pro-knowing the difference’ – a social sextech platform designed to promote good sexual behavior and good sexual values, which she launched at TED 2009.
I think cool is a massively overused word. And so I’ll be frank, it’s not a word I personally use a great deal because of that. In fact, ironically, now that I’m thinking about it, I use the word far more often in terms of, somebody says, “Let’s do this,” or “I’m going to do that.” And I go, “Okay, cool.” I don’t often say, “This is really cool.” So I guess I’d say to some extent it’s a word that I do feel is re-interpretable, and obviously this is the case in terms of its common usage. Cool can kind of mean whatever you want it to mean. It’s an expression of endorsement, but it’s different for every individual.
I think [cool] is usually something that surprises me. You know, it’s unexpected in some form or other, which means it is not status quo. It’s anybody who is changing the world to be the world that they and we want it to be. I’m regularly asked this question in a somewhat different format, which is, people say, “Cindy, who inspires you?” And I go, “Literally anybody who is actually out there making shit happen in the real world to change the world in all the ways that so many of us want to see it changed.” That is who I consider cool. And the wonderful thing about humanity is that every day there are incredible examples of individuals who are doing something phenomenal. That is simply because they’re doing what they believe is right to make the kinds of things happen that they and we want to see happen.
I am deliberately nonspecific. I don’t believe in having a set number of, Ooh, these are my heroes. These are my heroines; these are cool people. Every single day there are examples of people who may not have the spotlight of celebrity or the spotlight of style on them. They are doing things that are just phenomenally admirable. And the wonderful thing is that every single day, whether it’s something one sees on social media or report on the news or even something one encounters in one’s own daily life or a friend encounters and tells you about it—there are amazing people doing wonderful, wonderful things. And so I am deliberately nonspecific, because it’s not about the names, it’s about the fact that humanity is just so amazing in so many different ways.
I remember when I was working in advertising and traveling all around the world, running global pieces of business, and I would sit on an airplane in business class, drinking glass of champagne and think, Oh my God, how cool is it that I get paid to do this? I would be on a shoot somewhere. I mean, one is incredibly lucky in advertising. You do get to travel to amazing places to make ads, to meet with clients, to go to conferences.
And so I’ve stood in incredible locations, and just thought, I can’t believe I’m being paid to be here. And what I’ve always thought at the same time is, I hope I never stop feeling that, because the day I feel blasé about any of this, the day I’m not pathetically grateful to be here, is the day that I will no longer know myself. So I look back on those moments and they continue to be incredibly cool. I mean, I still sit in the airplane in business class drinking champagne and think, I can’t believe I get to do this. I hate the idea of being blasé in any form at all. I think it was very cool I got to do those things and go to those places then. I feel enormously lucky now whenever I am booked to speak somewhere and I get to go and speak at a conference in some gorgeous hotel in some lovely resort somewhere and think, How lucky am I to be here? So I feel fortunate enough to have many cool moments all the time.