It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
William BernbachThere 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.
William BernbachIt may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach