In Communications, Familiarity Breeds Apathy.

There Are A Lot Of Great Technicians In Advertising. And Unfortunately They Talk The Best Game. They Know All The Rules. They Can Tell You That People In An Ad Will Get You Greater Readership. They Can Tell You That A Sentence Should Be This Short Or That Long. They Can Tell You That Body Copy Should Be Broken Up For Easier Reading. They Can Give You Fact After Fact After Fact. They Are The Scientists Of Advertising. But There's One Little Rub. Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.

In Advertising, Not To Be Different Is Virtually Suicidal.

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.

We Are So Busy Measuring Public Opinion That We Forget We Can Mold It. We Are So Busy Listening To Statistics We Forget We Can Create Them.

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