Big Ideas Are Usually Simple Ideas.

Don't Bunt. Aim Out Of The Ball Park. Aim For The Company Of Immortals.

Nowadays It Is The Fashion To Pretend That No Single Individual Is Ever Responsible For A Successful Advertising Campaign. This Emphasis On "teamwork" Is Bunkum - A Conspiracy Of The Mediocre Majority.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

Write The Way You Talk. Naturally.

I Prefer The Discipline Of Knowledge To The Anarchy Of Ignorance.