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

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?

Research can trap you into the past.

Advertising is the art of persuasion.

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.

The difference between the forgettable and the enduring is artistry.

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