So Sure, Start With A Slogan. But

The Next Thing You Do Today Will Be The Most Important Thing On Your Agenda, Because, After All, You're Doing It Next. Well, Perhaps It Will Be The Most Urgent Thing. Or The Easiest. In Fact, The Most Important Thing Probably Isn't Even On Your Agenda.

You Don't Need More Time In Your Day. You Need To Decide.

Understanding The Mythology Of Your Partner, Your Customer And Your Audience Is Far More Important Than Watching The Instant Replay Of What Actually Happened.

Copy, Not From Your Industry, From Others. You Have To Go Where There Is No Competition.

Put Aside Your Need For A Step-by-step Manual And Instead Realize That Analogies Are Your Best Friend.