While You Are Responsible To

Why Do Eight Out Of Ten New Consumer Products Fail? Sometimes Because They Are Too New. The First Cold Cereals Were Rejected By Consumers. More Often New Products Fail Because They Are Not New Enough.

What You Say In Advertising Is More Important Than How You Say It.

Why Should A Manufacturer Bet His Money, Perhaps The Future Of His Company, On Your Instinct?

Encourage Innovation. Change Is Our Lifeblood, Stagnation Our Death Knell.

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.