Creativity is the most practical thing a businessman can employ.
An idea can turn to dust or magic, depending on the talent that rubs against it.
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
Adapt your techniques to an idea, not an idea to your techniques.
There 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.
In advertising, not to be different is virtually suicidal.