In Communications, Familiarity Breeds Apathy.

Nothing Is So Powerful As An Insight Into Human Nature... What Compulsions Drive A Man, What Instincts Dominate His Action. If You Know These Things Abut A Person, You Can Touch Him At The Core Of His Being.

Find The Simple Story In The Product, And Present It In An Articulate And Intelligent, Persuasive Way.

Today's Smartest Advertising Style Is Tomorrow's Corn.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.

Imitation Can Be Commercial Suicide.