In 1971, Jerry published the book, "From Those Wonderful Folks Who Gave you Pearl Harbor." This title also gives a notion to us as to how his idea is creative. The title originated from the intended headline for Panasonic Electronics ads. Jerry himself wrote about this story in the book : One guy said, "Well, What are we going to do about Panasonic?" And every body sat around, frowning and thinking about Panasonic. Finally, I decided, what the hell, I'll throw a line to loosen them up-I mean, they were paying me $50,000 a year plus a $5,000-a-year expense account, and I thought they deserved something for al l this bread. So I said, "Hey, I've got it, I've got it." Everybody jumped. Then I got very dramatic, really setting them up. "I see a Headline, Yes, I see this Headline." "What is it?" they yelled. "I see it all now," I said, "I see and entire campaign built around this headline." They all were looking at me now. "The headline is, the headline is : 'From Those Wonderful Folks Who Gave You Pearl Harbor'."