Imitation Can Be Commercial Suicide.

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.

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.

If Your Advertising Goes Unnoticed, Everything Else Is Academic!

A Great Ad Campaign Will Make A Bad Product Fail Faster. It Will Get More People To Know It's Bad.

The Difference Between The Forgettable And The Enduring Is Artistry.