Research Can Trap You Into The Past.

It Is Insight Into Human Nature That Is The Key To The Communicator's Skill. For Whereas The Writer Is Concerned With What He Puts Into His Writings, The Communicator Is Concerned With What The Reader Gets Out Of It. He Therefore Becomes A Student Of How People Read Or Listen.

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

Just Because Your Ad Looks Good Is No Insurance That It Will Get Looked At. How Many People Do You Know Who Are Impeccably Groomed... But Dull?

Word Of Mouth Is The Best Medium Of All.

The Real Giants Have Always Been Poets, Men Who Jumped From Facts Into The Realm Of Imagination And Ideas.