An idea can turn to dust or magic, depending on the talent that rubs against it.

Never do anything yourself that you can hire someone else to do, especially if they can do it better.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

Because an appeal makes logical sense is no guarantee that it will work.

It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

In communications, familiarity breeds apathy.