Advertising is just a symptom, a tactic. Marketing is about far more than that.

You know something is important when you're willing to let someone else take the credit if that's what it takes to get it done.

The search for the right answer is the enemy of art.

People do not buy goods and services. They buy relations, stories and magic.

If you become so frightened of realities that are not your own, if you take upon yourselves tragedies that do not exist in your reality, in your moment, then you weaken your position and weaken the position, of those you think you are helping. You look about you and you see only hopelessness and helplessness. You organize your reality according to the tragedies of the newspapers!

Expectations are the engines of our perceptions.

Don’t try to change someone’s worldview is the strategy smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.