I like to succeed in public, but to fail in secret. - David Ogilvy

I frequently hear the Magic Lanterns described as rules. They are not rules. They are reports. Reports on how consumers react to different stimuli. If it were possible to create great advertising merely by studying the Lanterns, any damn fool could do it. More is required: innovative genius. The Lanterns only light the way for genius, indicating the most fruitful path to explore.

Quando dite qualcosa assicuratevi di averlo detto.

They are coming to rely too much on research, and they use it as a drunkard uses a lamp post, for support rather than for illumination.