In communications, familiarity breeds apathy.

The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

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.

In communications, familiarity breeds apathy.

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?

Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

Creativity is the most practical thing a businessman can employ.