Adapt your techniques to an idea, not an idea to your techniques.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Don't confuse good taste with the absence of taste.

In communications, familiarity breeds apathy.

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

If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.

In advertising, not to be different is virtually suicidal.