Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

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.

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.

The heart of creativity is discipline.

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

Research can trap you into the past.

Rules are what the artist breaks; the memorable never emerged from a formula.