‘Conscious’, as we all know is the opposite of ‘unconscious’; to be awake, or at least give the impression of wakefulness. A zombie, for the purposes of this argument, can lay claim to being conscious, but barely. It’s like being tolerant. What’s so great about being tolerant? Let’s face it: we only tolerate that what we cannot change. A baldy tolerates his shining pate – and the inevitable jokes it attracts. He doesn’t like it, he definitely doesn’t seek it. But he tolerates it. What else can he do? Get a wig, and some more ridicule?
We’re all quality conscious people; even the laziest, most inept, unimaginative amongst us. And we recognise the need for it, especially in others. But the willingness to actually get up and actively embrace it, calls for more than merely being conscious - it demands having a conscience. Not the kinds sported by Manson or Bundy, those will let you get away with murder. But the kind that will not let you rest until satisfied; the kind that keeps you awake at night when you haven’t done right by it. It’s also the one that gives you the greatest sense of accomplishment and righteousness, and when you’ve got that you’ve got it made.
But there are folks who don’t let their conscience get in the way of their quality consciousness; whose idea of emulating quality is to simply copy from the best; guys who confuse plagiarism with inspiration. Advertising is the great place to meet them. Like this one Account Manager we keep around here, he collects old campaigns and ad. concepts like a squirrel collects nuts during winter. Then he tries to peddle them to unwary clients. It rarely works. Even on the builders - who are probably the most unscrupulous of the lot. After all, they may lack a conscience, but they're not unconscious!
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