manifestos and principles

“A principle isn’t a principle until it costs you something.” — Bill Bernbach

1. How something appears to you may not be how it is.


2. What is said or shown may not be all there is.


3. What is true for me may not be true for you.


4. The same words may mean different things to different people.


5. What people say may not be what they mean. Because comms is lossy and language is