Don’t Tell Me How Good You Make

I Have Learned That Trying To Guess What The Boss Or The Client Wants Is The Most Debilitating Of All Influences In The Creation Of Good Advertising.

Good Advertising Should Give The Reader Essential Facts About The Product Or Company Advertised And Should Do So Engagingly Without Trickery Or Hogwash.

I Have Learned To Respect Ideas, Wherever They Come From. Often They Come From Clients. Account Executives Often Have Big Creative Ideas, Regardless Of What Some Writers Think.

Don't Tell People How Good You Make The Goods; Tell The How Good Your Goods Make Them.

A Company In Which Anyone Is Afraid To Speak Up, To Differ, To Be Daring And Original, Is Closing The Coffin Door On Itself.