Adapt Your Techniques To An Idea, Not

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.

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.

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.

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

The Difference Between The Forgettable And The Enduring Is Artistry.