Advertising shouldn’t be like medicine, it should be like candy. (Thank you, Jeff Goodby.)

Respect your audience. Create something worth the time they’re giving you.

Shout. Whisper. Just don’t mumble.

The best work is built from brand truths (different than brand facts) based on human insight.

If you have killer taste, you have everything. All the rest of it can be learned.

Fewer meetings leads to better outcomes. (Don’t take my word for it, ask Harvard.)

A’s hire A’s, B’s hire C’s.

Instead of being all things to all people, be exactly the right thing for exactly the right people.

Do what you say you will do. (Thank you, Audrey Riley.)

Being lazy is disrespectful to the people who believe in you.

Create the things you wish existed.

People don’t want 4, people want 2+2. Leave a little space in the work for that “Aha!” moment.