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

One of the best advertising people ever was Carl Ally. He said the true creative person wants to be a know-it-all. They want to know about all kinds of things: ancient history, nineteenth-century mathematics, modern manufacturing techniques, flower arranging, and lean hog futures. Because they never know when these ideas might come together to form a new idea. It may happen six minutes later or six years down the road, but they know it will happen.

Because marketing, like war, is a zero-sum game. If you want something you have to take it from someone else. In order for someone to win, someone has to lose.

But what I liked best was the matter-of-fact way we talked about it. Nowadays, of course, if anything is controversial we don’t talk about it. We sweep it under the carpet. Just in case, God forbid, it should make us uncomfortable. So we avoid talking about things. And that can’t be good. Stopping talking about things is the first stage in stopping thinking about things.