Be Unfashionable. Take Risks.

Old Golfers Don't Win (it's Not An Absolute, It's A General Rule). Why? The Older Golfer Can Hit The Ball As Far As The Young One. He Chips And Putts Equally Well. And Will Probably Have A Better Knowledge Of The Course. So Why Does He Take The Extra Stroke That Denies Him Victory? Experience. He Knows The Downside, What Happens If It Goes Wrong, Which Makes Him More Cautious. The Young Player Is Either Ignorant Or Reckless To Caution. That Is His Edge. It Is The Same With All Of Us. Knowledge Makes Us Play Safe. The Secret Is To Stay Childish.

It's Never The Next Brief, It's Always This Brief .

Don't Give A Speech. Put On A Show.

There Are Rules In Advertising, And Those Rules Are Self-imposed By The Client Companies Because They Don't Want Their Products To Be Seen As Dishonest.

Don't Be Afraid Of Silly Ideas.