The Creative Man With An

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.

You Have To Live With Your Product, You Have To Know It Through And Through, You Have To Look At It, Understand It, Love It Then, And Only Then, You Can Crystallize In One Clear Thought, One Single Theme, What Must Be Conveyed About The Product To The Consumer.

Is Creativity Some Obscure, Esoteric Art Form? Not On Your Life. It's The Most Practical Thing A Business-man Can Employ.

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

Those Who Are Going To Be In Business Tomorrow Are Those Who Understand That The Future, As Always, Belongs To The Brave.