Adapt Your Techniques To An Idea, Not

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

Is Creativity Some Obscure, Esoteric Art Form? Not On Your Life. It's The Most Practical Thing A Business-man Can Employ.

A Great Ad Campaign Will Make A Bad Product Fail Faster. It Will Get More People To Know It's Bad.

An Idea Can Turn To Dust Or Magic, Depending On The Talent That Rubs Against It.

Advertising Doesn't Create A Product Advantage. It Can Only Convey It.