Plan The Sale When You Plan The

If You Can't Turn Yourself Into Your Customer, You Probably Shouldn't Be In The Ad Writing Bsuiness At All.

Keep It Simple. Let's Do The Obvious Thing -the Common Thing- But Let's Do It Uncommonly Well.

Friction Makes Sparks And Sparks Start Creative Conflagrations.

A Company In Which Anyone Is Afraid To Speak Up, To Differ, To Be Daring And Original, Is Closing The Coffin Door On Itself.

If You Are Writing About Baloney, Don't Try And Make It Cornish Hen, Because That's The Worst Kind Of Baloney There Is. Just Make It Darn Good Baloney.