Research Can Trap You Into The Past.

The Difference Between The Forgettable And The Enduring Is Artistry.

There Is No Such Thing As A Good Or Bad Ad In Isolation. What Is Good At One Moment Is Bad At Another. Research Can Trap You Into The Past.

The Real Giants Have Always Been Poets, Men Who Jumped From Facts Into The Realm Of Imagination And Ideas.

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

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.