Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
The heart of creativity is discipline.
It's not just what you say that stirs people. It's the way that you say it.
Imitation can be commercial suicide.
Advertising is the art of persuasion.
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.