Don't Hire A Dog, Then Bark Yourself

If It Is Something Important, Get A Colleague To Improve It.

A Lot Of Today's Campaigns Are Based On Optimum Positioning But Are Totally Ineffective - Because They Are Dull, Or Badly Constructed, Or Ineptly Written. If Nobody Reads Your Advertisement Or Looks At Your Commercial, It Doesn't Do You Much Good To Have The Right Positioning.

The Creative Process Requires More Than Reason. Most Original Thinking Isn't Even Verbal. It Requires 'a Groping Experimentation With Ideas, Governed By Intuitive Hunches And Inspired By The Unconscious.' The Majority Of Business Men Are Incapable Of Original Thinking Because They Are Unable To Escape From The Tyranny Of Reason. Their Imaginations Are Blocked.

There Are Very Few Men Of Genius In Advertising Agencies. But We Need All We Can Find. Almost Without Exception They Are Disagreeable. Don't Destroy Them. They Lay Golden Eggs.

If You Want To Be Interesting, Be Interested.