When I was at university, one of my lecturers casually mentioned that Helvetica was his favourite font. The first thing I did when I got home that day was to change the font on my latest assignment from Times New Roman to Helvetica. After talking with some of my friends, I surmised that everyone else had done the same. Reading the first two chapters of Bronze Seeks Silver: Lessons from a creative career in marketing by Mat Zucker, reminded me of my need, twenty years ago, to impress the all-powerful art history professor. Zucker’s book is a memoir of his career in marketing, but of course, he didn’t start out as an advertising executive and he writes with wry wit about how he began his career. Spoiler: there is a discussion of fonts.