The first in a series of podcasts which comes from the introduction and first chapter of 98% Pure Potato - a book about the origins of account planning - the strategic role which chooses the message for advertising and considers how the advertising should work. The function was invented in 1968 starting in 2 London advertising agencies at the same time thought they were very different. The largest agency at the time J Walter Thompson and the start up Boase Massimi Pollitt. 98% Pure Potato is based on interviews with the first ever planners who did the job working at these advertising agencies and others. This is not a text book but a kind of oral history which explains how the job was first carried out at a time when the UK made better advertising than any where else. It should be of considerable interest to advertising practitioners and those studying advertising. This introduction explains how the book came about and why it is called 98% Pure Potato