Imitation Can Be Commercial Suicide.

It Is Insight Into Human Nature That Is The Key To The Communicator's Skill. For Whereas The Writer Is Concerned With What He Puts Into His Writings, The Communicator Is Concerned With What The Reader Gets Out Of It. He Therefore Becomes A Student Of How People Read Or Listen.

The Difference Between The Forgettable And The Enduring Is Artistry.

You Can Say The Right Thing About A Product And Nobody Will Listen. You’ve Got To Say It In Such A Way That People Will Feel It In Their Gut. Because If They Don’t Feel It, Nothing Will Happen.

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

An Idea Can Turn To Dust Or Magic, Depending On The Talent That Rubs Against It.