Find The Simple Story In The Product,

Logic And Over-analysis Can Immobilise And Sterilize An Idea. It's Like Love. The More You Analyse It, The More It Disappears.

Imitation Can Be Commercial Suicide.

The Most Powerful Element In Advertising Is The Truth.

Good Advertising Does Not Just Circulate Information. It Penetrates The Public Mind With Desires And Belief.

The Truth Isn't The Truth Until People Believe You, And They Can't Believe You If They Don't Know What You're Saying, And They Can't Know What You're Saying If They Don't Listen To You, And They Won't Listen To You If You're Not Interesting, And You Won't Be Interesting Unless You Say Things Imaginatively, Originally, Freshly.