The words "planned obsolescence" were first seen in print in 1932 in Bernard London's pamphlet "Ending the Depression Through Planned Obsolescence". London said the government should tell manufacturers of personal-use items to use planned obsolescence so people would always buy them. However, the phrase became famous in 1954 because of Brooks Stevens, an American industrial designer. Stevens was due to give a talk at an advertising conference in Minneapolis in 1954. Without giving it much thought, he used the term as the title of his talk. From that point on, "planned obsolescence" became Stevens' catchphrase. Stevens said planned obsolescence was "Instilling in the buyer the desire to own something a little newer, a little better, a little sooner than is necessary."