Orson Welles summed it up best in The Third Man. ‘In Italy, for thirty years under the Borgias, they had warfare, terror, murder and bloodshed, but t… - Dave Trott

She said, ‘Standard El Al procedure. If you check the passengers’ luggage, you have to fly on the plane.’ How about that? The person who inspects the passengers’ luggage for bombs has to bet their life on how well they do their job.

So if we can find a natural rebelliousness within ourselves (and presumably that’s why we went to art school), if we can harness that, we have an energy that we can turn into something useful. Something exciting and different. We can be outrageous to a purpose. That, for me, is great advertising.

We don’t keep competing inside a competitive set where we can’t win. We change the competitive set, change the perspective.