Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

Don't, to gain general and useless attention, sacrifice the attention that you want

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

The man who wins out and survives does so only because of superior science and strategy.

Platitudes and generalities roll off the human understanding like water from a duck.

Curiosity is one of the strongest human incentives

Never be led in new paths by the blind