The product creates the experience. The experience creates the reputation. The reputation creates the brand. - Dave Trott

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 truth?

Less important points don’t add to the communication. They detract from the most important point. That’s what the single-minded proposition is all about.

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.