You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

Creativity is the most practical thing a businessman can employ.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Persuasion is not a science but an art

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

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

Let us prove to the world that good taste, good art, and good writing can be good selling.