Properly practiced creativity can make one ad do the work of ten.

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.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

Because an appeal makes logical sense is no guarantee that it will work.

An idea can turn to dust or magic, depending on the talent that rubs against it.

An idea can turn to dust or magic, depending on the talent that rubs against it.