“Cut!” Spike Sanchez stomped toward the stage, his arms waving the music to a stop. Wearing black from head to toe, sporting dark glasses, and sweating under the heat of the lights, he was losing his patience. A highly respected music video director, Sanchez was starting to wonder if taking on this advertising gig was such a great idea. “How many times do I have to tell you to point the logo on the can toward the camera during that move?”
A version of this article appeared in the February 2002 issue of Harvard Business Review.
