8. “Highly creative but ineffective work is extremely
rare, but very noticeable because it wins awards.
What’s less noticeable, but without any doubt of far
greater cost to the business community is the amount
of uncreative advertising that creates little return on
its investment. We’re bombarded with it everyday of
our lives. It’s the advertising we’ve grown so
capable of tuning out of that we don’t even notice
anymore. The 2,998 ads you can’t recall from the last
24 hours. Clients of our industry spend billions of
dollars on them each year.
Call me crazy, but shouldn’t that be the problem
we’re working to solve? ”
James Hurman
9. I’m going to be
stupid enough to
attempt to try and
answer that question
16. Q: “If you had to choose, would you
rather be interesting or right?”
—Malcolm Gladwell, GQ Magazine
17. “If I were President of the United
States, I would rather be right
than interesting. If I were a CEO
of a company, I would rather be
A: right than interesting. But I am
a journalist— what journalist
would rather be right than
interesting?”
—Malcolm Gladwell, GQ Magazine
18. If you are interesting,
interesting things
wil happen
19. Convince 999 out of
a 1000 people they
could never be a
Police Officer
20. Remind milk drinkers
of the anxiety and
disappointment that
comes when milk isn’t
available at crucial
moments
