A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

Time apparently did nothing but blunt grief’s sharpest edge so that it hacked rather than sliced.

Try any goddam thing you like, no matter how boringly normal or outrageous. If it works, fine. If it doesn't, toss it. Toss it even if you love it.

The beauty of religious mania is that it has the power to explain everything. Once God (or Satan) is accepted as the first cause of everything which happens in the mortal world, nothing is left to chance ... or change. Once such incantatory phrases as "we see now through a glass darkly" and "mysterious are the ways". He chooses His wonders to perform" are mastered, logic can be happily tossed out the window". Religious mania is one of the few infallible ways of responding to the world's vagaries, because it totally eliminates pure accident. To the true religious maniac, it's all on purpose.

He sat upon his throne, which is made of skulls.

For some reason California's always been where the struggle is about how much authority you can impose on people's private lives. It seems to show up there most clearly. They had a helmet law for motorcycles in California and the bikies were saying things like, "It restricts my vision. I can't hear what my bike's doing. If it was on fire I wouldn't know it until my ass caught." And at the bottom line what the bikies were saying was, "Look, it's my goddamn head and if I want to splatter my brains all over the guardrails on the Coast Highway, super for me."

The story is the only thing that's important. Everything else will take care of itself. It's like what bowlers say. You hear writers talk about character or theme or mood or mode or tense or person. But bowlers say, if you make the spares, the strikes will take care of themselves. If you can tell a story, everything else becomes possible. But without story, nothing is possible, because nobody wants to hear about your sensitive characters if there's nothing happening in the story. And the same is true with mood. Story is the only thing that's important.