"Some of those lofty plans had the most basic of beginnings. David Gergen—an adviser to Presidents Richard Nixon, Gerald Ford, Ronald Reagan and Bill Clinton—once told NPR about an anecdote Goodwin recalled about that famous tagline.
"Gergen said that 'when he worked for Lyndon Johnson,' Goodwin recalled 'Johnson calling him to the swimming pool and instructing him to take his clothes off and get in the pool with Johnson.
"'And Johnson came over to him like a great whale, and looked at him and said, "I need a slogan."'"
"Noting the link between big ideas and branding, Gergen added, 'And that's how they came up with the Great Society.'"
Bill Chappell at NPR remembers Richard Goodwin, as the presidential speechwriter and advisor dies at age 86.
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