It's Not Just What You Say That

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.

Because An Appeal Makes Logical Sense Is No Guarantee That It Will Work.

In Communications, Familiarity Breeds Apathy.

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.

Our Job Is To Sell Our Clients' Merchandise... Not Ourselves. Our Job Is To Kill The Cleverness That Makes Us Shine Instead Of The Product. Our Job Is To Simplify, To Tear Away The Unrelated, To Pluck Out The Weeds That Are Smothering The Product Message.