Don't confuse good taste with the absence of taste.

Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.

Advertising doesn't create a product advantage. It can only convey it.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Adapt your techniques to an idea, not an idea to your techniques.