The Heart Of Creativity Is

Properly Practiced Creativity Must Result In Greater Sales More Economically Achieved. Properly Practiced Creativity Can Lift Your Claims Out Of The Swamp Of Sameness And Make Them Accepted, Believed, Persuasive, Urgent.

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

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.

In Advertising, Not To Be Different Is Virtually Suicidal.

Nobody Counts The Number Of Ads You Run; They Just Remember The Impression You Make.