A principle isn't a principle until it costs you something.

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Research can trap you into the past.

Properly practiced creativity can make one ad do the work of ten.

Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

It's not just what you say that stirs people. It's the way that you say it.