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Improve—Unorthodox career advice from an unlikely CEO | Fred Cook | TEDxYouth@LatinSchool

477 views · Published 17 May 2016 · 24:18 · Indexed 21 September 2026

Channel: TEDx Talks · 2016 · Nonprofits & Activism

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Fred Cook used to be a pool hustler. He also used to be a doorman, a leather salesman, a cabin boy, and a chauffeur for drunks. Now he's the CEO of a top global PR firm. And he maintains that all of this odd job experience is what gives him his PR prowess today. 

Fred Cook has worked at Golin for 30 years, moving to Chicago 13 years ago to become the company's third CEO.

To stay ahead of worldwide changes in demographics, globalization, multiculturalism, and technology, Golin completely redesigned the agency four years ago to deliver deeper insights, bigger ideas and broader engagement. 

In 2014, Cook published “Improvise – Unorthodox Career Advice from an Unlikely CEO.” Speaking on college campuses around the world led him to recently accept a position as the Director of the University of Southern California’s Center for Public Relations. He is also a professor of professional studies.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx

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