It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core… - Dave Trott

We can’t believe the world isn’t exactly the same way for everyone else, as it is for us. But the truth is, you only know what you know.

France was about to fall to the Germans, and Neville Chamberlain was about to resign as Prime Minister of Great Britain. He called Winston Churchill and Lord Halifax into his office. He said, “Well, one of you two will have to replace me. Who’s it going to be?” Churchill wrote, “I knew no Englishman could ever say ‘Give it to me’. So whoever spoke first would be the loser. It was the longest 30 seconds of my life, but nothing would induce me to speak.” Eventually Halifax couldn’t bear it any longer. He cracked. He said, “Well, I suppose you’d better give it to Winston.” Churchill accepted, and became Prime Minister. Imagine the course of history if Churchill had spoken first.

Our whole world is advertising, so we think everyone’s whole world is advertising. That’s why so many of us are so bad at it. We don’t think it’s our job to talk to people outside advertising. We think it’s their job to pay attention to us.