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

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

Because an appeal makes logical sense is no guarantee that it will work.

The heart of creativity is discipline.

Word of mouth is the best medium of all.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

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.