What Exists Beats What Doesn't

Submitted by: Dave Trott 17/02/2017

Creating great ad campaigns is an art - especially if they are to be effective across the entire media spectrum. We have teamed up with Dave Trott, one of the greatest creativity gurus, to inspire you...

In 1988, Nicholas Winton’s wife was going through the attic.

She came across hundreds and hundreds of names and addresses.

She’d never seen them before.

She asked her husband what they were.

Then he told her this story.

In 1938, Nicholas Winton was going skiing in Switzerland.

When Kristalnacht happened.

In a night of violence, mass attacks were organised against Jews all over

Jewish homes, hospitals, and schools were looted and burned.

Over a thousand Synagogues and seven thousand businesses were

Nearly a hundred people were murdered and thirty thousand were arrested
and sent to concentration camps.

It was the start of the Jewish race being systematically destroyed.

Nicholas Winton had friends in Prague.

He cancelled his skiing trip and went there instead.

It was obvious Germany would invade Czechoslovakia next and every Jew in
that country would be exterminated.

Families were desperate to save their children.

The British government had agreed to allow unrestricted immigration of
refugee Jewish children.

All they needed was fifty pounds each and a place to stay.

Nicholas Winton began making this happen.

He set up an office in the dining room of his hotel in Prague.

Made lists of hundreds of children he would help escape the Nazis.

Then he travelled back to Britain to arrange the money and the homes.

He arranged for 669 children to escape to Britain.

Children who wouldn’t otherwise have survived.

We know this because after they left their parents perished in the
concentration camps.

Nicholas Winton never mentioned it to anyone because he felt frustrated that
he hadn’t done more.

Later that year he was in the audience at the recording of a TV programme.

Suddenly the host began talking about Nicholas Winton.

She introduced the lady next to him.

The lady, now in her fifties, was one of the children he had saved.

The lady said thank you, over and over again.

She kissed his hand and held it to her cheek.

And he had to wipe his eye as the good he had done became real to him in
human terms.

Then the host asked if there was anyone else in the audience who owed their
life to Nicholas Winton.


People who had families of their own: wives, husbands, children,

And Nicholas Winton didn’t quite know what was happening.

First he looked to one side, then the other, then behind him.

Then he stood up and looked all around him.

And he couldn’t believe it.

The entire audience, every single person in the TV studio, was standing up,smiling and thanking him.

Physicists, surgeons, authors, artists, politicians, journalists, architects,

filmmakers, lawyers, businessmen, teachers.

Every single person in the theatre was a child whose life he’d saved.

And Nicholas Winton finally got it.

Don’t concentrate on what you haven’t done.

Concentrate on what you have done.

Taken from 'One Plus One Equals Three' 
Written in Dave Trott's distinctive, almost Zen-like style, One Plus One Equals Three is a collection of provocative anecdotes and thought experiments designed to light a fire under your own creative ambitions.