It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

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

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.

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.

Research can trap you into the past.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.