“Rough layouts sell the idea better than polished ones. If you show a highly polished computer layout, the client will focus on the execution not the idea. Show a scribble. Explain it. Talk through it. Involve your client. Let them use their imagination.”

The Rule of One for copywriting:

You have one reader. One big idea. One promise. And one offer.

Source: unknown person who is no longer alive, probably in advertising and direct response copywriting in the 1920’s.

If there is such a thing as human perfection, it seems to emerge precisely from how we handle the imperfection that is everywhere, especially our own. – Richard Rohr

“You can’t talk butterfly language with caterpillar people.”

Trish Deseine

Optimize for legacy, not empire. Empires die because they’re alone, legacies live because they involve others.

-OH, on building teams and brand communities