For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

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

In advertising, not to be different is virtually suicidal.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.