Sublime

This methodology should include activities that will ensure that the way the firm deals with clients during a client assignment is demonstrably more valuable to the client than the competition’s approach. In essence, the firm should be creating a differentiation in the marketplace: “We’re different because of the way we deal with you.”

clarity of purpose so consistently predicts how people do their jobs.

Design for the category, analyse for the buyer, report for the brand.

greater category coverage –

Max Levchin, my co-founder at PayPal, says that startups should make their early staff as personally similar as possible.

services that begin as the domain of the creative, experienced professional inevitably “mature” and can be delivered by using more junior personnel and relatively well-specified procedures.

Brand buyers

often reflections of advertising creative style, and so are better included as part of an advertising evaluation.