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

Genius is the art of taking pains

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

Picture what others wish to be, not what they may be now

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

The weight of an argument may often be multiplied by making it specific