Marketing Is A Contest For People's Attention.

Everyone Will Think It's Stupid!" "everyone Says It's Impossible." Guess What? Everyone Works In The Balloon Factory And Everyone Is Wrong.

We're Better In The Rearview Mirror Than We Are At Predicting - 'cause You're Never Going To Be Right Every Time. You Can Handicap It. You Can Point To Certain Elements That Make It Work, And Many Of Those Elements Come Straight Out Of Epidemiology, Right?

The Purpose Of An Elevator Pitch Is To Describe A Situation Or Solution So Compelling That The Person You're With Wants To Hear More Even After The Elevator Ride Is Over.

Some People Read Business Books Looking For Confirmation. I Read Them In Search Of Disquiet. Confirmation Is Cheap, Easy And Ineffective. Restlessness And The Scientific Method, On The Other Hand, Create A Culture Of Testing And Inquiry That Can't Help But Push You Forward.

You Can Define Advertising As The Science Of Creating And Placing Media That Interrupts The Consumer And Then Gets Him Or Her To Take Some Action.