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

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.

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

Our job is to bring the dead facts to life.

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.

The difference between the forgettable and the enduring is artistry.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.