I Can't Stand Callow Amateurs Who Aren't

The Success Of A Meeting Often Depends On Having The Right Documents - Proofs, Artwork, Schedules, Research Charts, Etc. - Present At The Start Of The Meeting. All Too Often We Arrive Like Plumbers, Leaving Our Tools Behind.

When People Aren't Having Any Fun, They Seldom Produce Good Work. Kill The Grimness With Laughter. Encourage Exuberance. Get Rid Of Sad Dogs That Spread Gloom.

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.

Tell The Truth, But Make The Truth Fascinating.

We Like People Who Are Honest. Honest In Argument, Honest With Clients, Honest With Suppliers, Honest With The Company - And Above All, Honest With Consumers.