Whether it's advertising or airlines, retailing or telecommunication, consolidation has been a service nightmare for customers.

Tetlock's book Expert Political Judgment:

we don't get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product.

quantum advertising. I think there are things that just happen for no reason. I've seen ad campaigns that are brilliant, strategically perfect, and beautifully produced fail miserably. I've seen stupid, ill-conceived campaigns work miraculously. Sometimes, all our logic just doesn't work.

you don't have to make good advertising to be successful.

Actors: We tell them where

decision maker and the real creative leader have a good relationship and work closely together. The worst creative work is always the result of layers of people supervising layers of people.

Whoever controls the research wins. 2. The smaller the account, the larger the committee. 3. The acquirer is always dumber than the acquiree. 4. The dumbest person in your agency will someday be your client. 5. The hotter the climate, the colder the meeting room.

You don't sell someone something by engagement, conversation and relationship. You create engagement, conversation and relationships by selling them something.