Obvious Adams: The Story of a Successful Businessman

by Robert Rawls Updegraff

Obvious The Story of a Successful Business Man, originally published in the Saturday Evening Post in 1916, is a classic story of a business man in the field of advertising and his journey to business success. It is a story which has lead individuals with business ideas to garner great success in the world of business and in their professions. This Robert Updegraff classic is often used in business schools and by individuals studying entrepreneurship, advertising, and business.

Genres: Business, Nonfiction, Management, Entrepreneurship, Leadership, Self Help, Business Strategy

Paperback

First published January 1, 1916

Reviews

[Jitesh Bhatia · Rating 4 out of 5]

With all of 56 pages, this book has one of the highest return on time-investments. It is about a man, who, despite his humble beginnings and a lack of the usual 'genius-level' attributes, made it to the top in an industry he was passionate about. I would have given it 5 stars only if the rarity value of the application of its recommendation hadn't gone down a tiny bit due to the passage of decades since this book was authored (1916).

Below are the key takeaways for me:

1) Think hard, analyse and see the obvious in solving problems. Resist the short term gratification of being associated with a fancy scheme/shortcut (The overarching lesson)
2) Adams (The protagonist) strongly believed that he could excel in an industry of which a leading figure discounted him off early on in an interview
3) He had an unshakable confidence and resolve, which stood out so strikingly after his rejection, that the interview decision was reversed soon after. He said he did not know how but that he was going to set out to find some way to prove that he was going to make good
4) One makes his own luck. Adams could have continued in his entry-level role but he chose to streamline operations, suggest that someone at a fraction of his salary could do it thereon, and begin to work on a new project in a different capacity that he got wind of. The work got notice and he was given a chance to officially start contributing in the new role
5) Have an unconditional love for the things you are passionate about. Adams spent hours on a project despite knowing it was not assigned to him. Eventually, it was his proactive preparedness that got him recognition

If you have read or are going to read the book, and have got this far through the review, please do let me know your thoughts on the 'profound' last couple of lines of the book.

[David · Rating 5 out of 5]

What a brilliant, simple and short story to illustrate something many of us forget in business (and in life).

I wish I'd been given this book when I finished my A Levels, or when I'd started University. This is the kind of book I'll be rereading every year for the rest of my life.

It's out of copyright, so you can get a free digital copy.

(Oh and David Ogilvy of Ogilvy on Advertising used to give this book as gifts to up and coming ad men)

[Nicoleta-Cătălina Gal · Rating 5 out of 5]

Când eram în anul 3 la facultate, am avut un seminar de publicitate. Tema finală: un cardboard cu o reclamă la ceva, analiză target etc.

Am recitit acea temă acum curând și am râs cu lacrimi. Apoi m-am gândit că am luat 8 și era să plâng, pentru că era o tâmpenie care nu ținea cont de bugete, posibilități fizice umane, drepturi de autor pe melodii, necesitatea cascadoriilor etc.

Mai târziu, făcând publicitate, am adaptat tot ce am învățat la realitate, adică am șters aproape tot și am învățat din mers. Mi-a plăcut mult să fac copy. Mergea de la sine partea de nume, de slogan, de poveste. Și credeam că asta se datorează Facultății de Jurnalism. De fapt, conform acestei cărți, e pentru că văd ce e necesar să știi și știu cum să o spun simplu mai departe.

Cel mai bun mod de a face copy și advertising e să spui lucrurilor pe nume, iar exemplele din povestea asta sunt distilarea unor zeci de lecții din zeci de ore de curs.

[Zord Guts · Rating 2 out of 5]

Agora Copy Camp recommended this book. The rating is for how I'd rate the book in comparison to other books I've read.

The book follows a simple setup-plot-punchline format. While it is a short and simple story, the lesson is important. There is no shortcut to success. Think on what needs to be done and act on it. Achievement in anything is as simple as that. For an over-thinker like me, I'd do well to implement this line of thinking until it's second nature.

The key lesson is summarized in this excerpt:
"... I have given considerable thought to that very question, and I have decided that picking out the obvious thing that presupposes analysis, and analysis presuppose thinking, and I guess Professor Zueblin is right when he says that thinking is the hardest work many people ever have to do, and they don't like to do any more of it than they can help. They look for a royal road through some short cut in the form of a clever scheme or stunt, which they call the obvious thing to do; but calling it doesn't make it so. They don't gather all the facts and then analyze them before deciding what really is the obvious thing, and thereby they overlook the first and most obvious of all business principles. Nearly always that is the difference between the small business man and the big, successful on. Many small business men have an aggravated case of business astigmatism which could be cured if they would do the obvious thing of calling in some business specialist to correct their vision and give them a true view of their own business and methods. And that might be said of a lot of big businesses, too."

'Business' can be replaced with 'person' for self-development purposes. Gain a true view of yourself, decide what you want to do, make a plan on how to get there, and take action.

Avoid shortcuts(5 minutes a day to a slim figure! 10 ways to get rich quick! 15 things you can do to get women to love you!etc, etc) and gather all the facts so you can make an obvious plan to get you there.

Most of the time, the obvious plan will require a lot of work and discipline. And the obvious plan might be contrary to how 'everyone else' is doing it, like going straight to the CEO for a job. But the chances of achievement are much higher when you follow the facts.

[Christina Geoghegan]

http://thediamondsmine.com/files/Eboo...

[Ali McDee · Rating 5 out of 5]

Well, the book lives up to its hype. Such a short book,packed with one obvious strategy. And yet that strategy can help us grow in all aspects of life - not just business. Thoroughly enjoyed this - not just because it’s a simple and short read (which it is). I’d recommend it to anyone who’s curious as to what could be so simple, yet so effective!

[Patrick Sherriff · Rating 4 out of 5]

Good stuff. My proper review is here: https://patricksherriff.com/2025/05/0...

[Bill Gross · Rating 4 out of 5]

This is a fun little read even if you don't work in advertising.

[Gile · Rating 3 out of 5]

A book from 1916 that still resonates today. It's simple, short, and direct. Unsurprisingly, there's nothing new in it, but isn't that obvious!?

[Shyam Ramachandran · Rating 5 out of 5]

This is going to be a book that I keep reading again and again hoping it will reach inside my head somehow!

[Daniel Bonifaz · Rating 5 out of 5]

Este libro me lo leí en el vuelo de Miami a Lima. En menos de 1 hora leí uno de los mejores libros de negocios que he leído hasta ahora. Es para releerlo y estudiarlo.

Para mí fue revelador en varios aspectos de mi vida y te deja una sensación muy reflexiva y con ganas de aplicar varias enseñanzas. Me sorprende lo vigente que son esas características del protagonista como todo buen empresario siendo un libro de más de 100 años en el mercado.

Decreto como uno de los mejores libros de negocios que he leído!

[Furaha · Rating 5 out of 5]

Obvious Adams is a great, quick read that packs some really important lessons for professionals and business owners. It’s all about taking a step back and looking at what’s right in front of you. Most of the time, the simplest answer really is the best one.

The book also makes a big point about how much customers appreciate clarity and simplicity in communication—just be clear and direct. This is especially true for professionals or business owners regardless of their station.

On the individual front, it’s a reminder to ask for what you want and to be bold and confident enough to go after it.

Another insightful takeaway is the idea of putting in the work for the next step before the opportunity even comes along. And finally, it’s a good reminder that what’s obvious to you isn’t obvious to everyone else. Take the time to walk people through things, especially if they don’t know your field.

It’s a short but powerful read that’s worth revisiting for its practical advice and insights. Will definitely reread.

[Olena Pravylo · Rating 4 out of 5]

Коротенька історія про користь міркування та аналізу для розвитку. Мотиваційні книжки зазвичай майорять різноманітними рецептами і порадами, але саме важливе - робити зусилля над собою і думати. Тоді знайдеться тисяча нових варіантів, які ти відкриєш сам для себе. Але як у випадку з Адамсом - один єдиний явний варіант.

[nick francis · Rating 3 out of 5]

The story of Adam’s seems obvious to us now! However, his story is a valuable reminder that what is important is often what is most obvious. I marked down slightly as the version I read had a long post script from the marketing masters series which was only fairly interesting to me albeit with some interesting points made.

[Noemi Hernandez · Rating 4 out of 5]

An enjoyable and easy book that reminds us that sometimes the best ideas are the basic obvious. Analysing and thinking is the hardest work many people don’t like to do, but that’s how we find the obvious.

[Richard Mulholland · Rating 4 out of 5]

This should be, if it's not already, required reading for anyone with even a passing interrest in marketing and communications. Oh, and it's 100 years old.

[Can Kınay · Rating 4 out of 5]

It is obviously an old book and some material feels like that. Though covers good essentials and a really short read.

[Pablo María Fernández · Rating 3 out of 5]

Lo conocí gracias a Rory Sutherland, gurú de tendencias de marketing —una especie de Seth Godin británico— que por algún motivo me aparece seguido en mis shorts de YouTube. Escrito en 1916, es una recopilación de columnas de diario en las que Robert R. Updegraff dio vida a O. B. ‘Obvious’ Adams, un publicista que triunfó en el mundo corporativo señalando lo obvio.

Es un texto muy breve, se lee en un ratito. Plantea la premisa elemental acerca de ver lo evidente y da algunos ejemplos en los que Adams lo aplica. Uno es rescatado en el capítulo de Mad Men sobre Lucky Strike y su “It's toasted”. Un siglo después sigue vigente: el aceite Natura con su “No contiene colesterol” —cuando ningún aceite lo tenía— logró posicionarse y destronar a Cocinero. Me llamó la atención que a pesar de que el autor señala todo el tiempo es que su personaje es alguien promedio y no inteligente, Adams en cada tema se empapa de todo lo que hay disponible durante varios dìas, lee, analiza, visita plantas, entrevista a especialistas y clientes y recién ahí encuentra lo obvio. Después tiene el desafío de saber transmitirlo y muchas veces se encuentra con resistencia. Ahí viene la capacidad de argumentar con firmeza para lograr que su jefe o un cliente acepten la propuesta. Y después tiene que ejecutarlo correctamente. Así que la enseñanza es que requiere mucho trabajo y un abordaje profundo para encontrar eso que está arriba de la mesa a la vista de todos y nadie tuvo el coraje ni la iniciativa de llevar adelante.

En resumen, recomendable para cualquier persona del mundo del marketing, la publicidad, la comunicación y diría casi cualquier persona que trabaja en una empresa. Más útil que varios cursos, materias y libros que rizan el rizo.

Algunas frases:
“We have done too much advertising and not enough selling.”
“It was really quite simple —when you knew the answer.”
“Let’s show the hat, not the man.”
“Gather all the facts and then analyze them before deciding what really is the obvious thing.”

[Lee Hall · Rating 5 out of 5]

A fun business-centric tale with a good message at the heart of it all

Having heard about this book many times through my various travels and research over the years I thought I’d finally take the plunge into a short but insightful read.

‘Obvious Adams’ is a fun business-centric tale with a good message at the heart of it all – sometimes the more obvious and simple things help to sell a product or service. That message is really hammered home as we discover the life and times of an advertising man who puts in work to pin point the details which are often overlooked on the path to selling. The lessons laid out within this short read have broad appeal and I found myself appreciating them. While there is no major detailed specifics, the scenarios and stories within make for a thought provoking read that appeals to anyone looking to get themselves or a product/service out there.

Sometimes you have to work out the details and showcase them in a simple and clear way – that’s the moral of this interesting book. For a work that has been around since 1916, it really is quite inspiring to see the lessons within it are still relevant today and kind of serve as a reminder that books can really stand the test of time.

‘You are right. I begin to see that advertising is not white magic, but like everything else, just plain common sense.’

[Domihai · Rating 3 out of 5]

★★★½☆
"Sometimes the hardest work is seeing what is right in front of you."

Oliver Adams is not a "genius" in the traditional sense. He isn't flashy, he isn't particularly charismatic, and he doesn't have "creative" explosions. He is a grocer-turned-ad-man who rises to the top of the prestigious Oswald Advertising Agency by doing the one thing everyone else ignores: the obvious. While his colleagues chase clever stunts and complex schemes, Adams simply looks at the facts, identifies the core problem, and executes the most logical solution.

This is a deceptively simple book, but that is precisely the point. Adams succeeds not because he knows more, but because he removes the noise that clouds judgment.

First Principles Thinking. As noted in my raw thoughts, the "golden nugget" here is the reliance on first principles. Adams doesn't assume, he observes and strips the problem down to its fundamental truth.

The writing is direct and while it lacks the nuance of modern business biographies, its parable format ensures the core message lands with impact.

[Epos Opus · Rating 4 out of 5]

Title: Obvious Adams: The Story of a Successful Business Man
Author: Robert Rawls Updegraff
Language: English
Pages: 57
First Published: 1916
Format: Paperback
Read and review: 2025
Stars: ⭐⭐⭐⭐(4)

Obvious Adams: The Story of a Successful Business Man by Robert Rawls Updegraff is a short story about a determined man who strives to succeed in the advertising industry and ultimately achieves great success through his relentless efforts.

I read this book because David Ogilvy recommended it.

The book provides valuable insights into advertising that remain relevant today. It emphasizes the importance of studying the market and the product to identify the obvious. People are interested in how your product or service can improve their lives. If an advertisement is engaging, people will be willing to pay attention to it. And it’s your job to point out the obvious for the people.

[Jonathan · Rating 4 out of 5]

Rory Sutherland promoted this book in a video and perhaps in his book Alchemy. I had put it on my to-read list, but when I heard him say the next time he promoted it “it’s only about 70 pages” I learned a lesson even before reading this book, that in hindsight is clear! Like Obvious Adams, we don’t have to be crafty or even creative in our advertising, just honest about the facts. Regular people don’t know that all Bond paper (whatever bond paper is) is made from “rags”, with filtered water, and hand-inspected. Other paper-makers know that, but that’s nit who you are advertising to!!!! (& you’ll be 2-3 years ahead of them when they say Theirs Is Too!).
So, when someone you find fascinating, who consistently teaches you new things says that this book is amazing, and also short, read it!
I think and hope my church will benefit from the 45 minutes of reading this book!

[Panashe Dzingayi · Rating 4 out of 5]

True genius is found in simplicity, that’s the central idea of Obvious Adams. The book argues that while business problems can feel complicated, the best solutions are often simple. Jordon Peterson has pointed out that many people don’t actually think long or hard about the issues in front of them, and this story echoes that idea: the obvious answer is frequently the one most people overlook. Sometimes the problems are complicated but the answers are simple.

As someone who’s getting into business this is a reminder that not everything has to complex, just do the obvious thing, the thing that everyone overlooks. I want to do the obvious things and do them well.

"It all struck me in a heap: How many of us have sense enough to see and do the obvious thing? And how many of us have persistency enough in following out our ideas of what is obvious?”

Thank you, I’m grateful.

[Chapter Chasers Book Club · Rating 5 out of 5]

This little book walked into my life, tapped me on the shoulder, and said, “Hey… you’re overthinking everything.” 😭😂

Obvious Adams is tiny — pocket-small, emotional-baggage-small — but it drops the kind of quiet wisdom that hits straight in the chest. You start it thinking it’s just an old fable, and suddenly it feels like that one calm friend who watches you spiral and gently goes, “Why not do the obvious thing?”
And annoyingly… they’re right. 😅

That’s the whole magic: uncomplicate the problem, and the solution finally shows up. Do simple better.
Adams doesn’t hustle or dramatize — he just thinks clearly, asks honest questions, and everything falls into place.

It’s gentle, warm, and surprisingly uplifting. A quick read that leaves you lighter, clearer, and a bit kinder to yourself. Honestly? It’s sweet, smart, and it sticks. 💛📘

[Boštjan · Rating 5 out of 5]

A marvellous little book which I read in less than an hour on a lunch break! It came recommended by Rory Sutherland who - in hindsight - might be the present-day Obvious Adams.
Coming from a management consulting industry, I can safely say that this is a book on consulting as much as it on advertising. So, being published in 1916, it's the earliest book on consulting I've ever read!
It centres around a man who was not a brilliant mind but nevertheless successful in his advertising job because he analyzed the facts and understood the root causes of problems their clients had. And only then did he suggest what kind of campaign they should execute.

It's actually a good business story, short, compact, to-the-point, and will leave you to crave for more.
A must-read for anyone in the management consulting industry. The next book to read then would be the Rip-Off by David Craig (https://www.goodreads.com/book/show/6...)

[Henok Solomonson · Rating 4 out of 5]

“I have decided that picking out the obvious thing presupposes analysis, and analysis presupposes thinking, and I guess Professor Zeublin is right when he says that thinking is the hardest work many people have to do, and they don’t like to do any more of it than they can help. They look for a royal road through some short cut in the form of a clever scheme or stunt, which they call the obvious thing to do; but calling it doesn’t make it so. They don’t gather all the facts and then analyze them before deciding what really is the obvious thing and thereby they overlook the first and most obvious of all business principles.”

[Remo · Rating 4 out of 5]

Libro corto, muy corto, (libre de copyright, por cierto) sobre un hipotético Oliver Adams, que sin tener formación en publicidad y marketing se convierte en una leyenda del negocio a base de buscar lo obvio, lo que es tan simple que es incomprensible que nadie se hubiera dado cuenta antes. Y lo que funciona. Llegué a él por una recomendación de Rory Sutherland, alguien a quien me encanta escuchar y, algo menos, leer.
Entretenido y recomendable.

[Onionboy · Rating 2 out of 5]

Maybe a marketing person would enjoy this bit of history of their industry, but to a technically minded person, the obviousness of this is frustrating, not inspiring.

I read this because it was so highly recommended by Rory Sutherland in his YouTube channel, but I was not too impressed with this book. I think Mr. Sutherland does a great job of finding common sense solutions that should have been obvious but were not.

[Mex · Rating 3 out of 5]

Rory Sutherland frequently mentions this book in interviews so I thought I'd check it out. I don't really get the fuss, it's not a bad book, but it's not that great either. Fortunately it's very short so can be completed in a single session, so even if it's not the greatest ever, you aren't losing much time to it.

[Thomas Goddard · Rating 3 out of 5]

Quick review on this one. Its a story used to convey a few key frames of mind that are quite helpful for business.

Keep It Simple, Stupid - pretty much covers it

I liked the format. I think we've lost the art of parables and fables in our modern world.

You can read this on a train ride. It took me two because I got chatting to someone about his life in the church.