Those Who Are Going To Be In

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

In Advertising, Not To Be Different Is Virtually Suicidal.

You Have To Live With Your Product, You Have To Know It Through And Through, You Have To Look At It, Understand It, Love It Then, And Only Then, You Can Crystallize In One Clear Thought, One Single Theme, What Must Be Conveyed About The Product To The Consumer.

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

For The Flower To Blossom, You Need The Right Soil As Well As The Right Seed. The Same Is True To Cultivate Good Thinking.