Inside The Minds because John F. Kennedy refused to wear a hat at his inauguration ceremony, which all preceding presidents had done. After a few years, the hat industry council went to Bernaise and asked him what they could do to enhance their business. He said, “Well, I have an idea, but you have to pay me $75,000 for that idea. I can give it to you in two seconds, but I want a check up front.” So they gave him a check, and he told them to develop the idea among the public that it is cool to wear hats.
