The key to success is to promise the consumer a benefit – like better flavor, whiter wash, more miles per gallon, a better complexion.

The temptation to entertain instead of selling is contagious.

We like reports and correspondence to be well written, easy to read - and short. We are revolted b pseudo-academic jargon, like "attitudinal," "paradigms," "demassification," "reconceptualize," "suboptimal," "symbiotic linkage," "splinterisation," "dimensionalisation."

Don't bunt. Aim out of the park. Aim for the company of immortals.

When people aren't having any fun, they seldom produce good work.

The question isn't, "What will I be doing in 10 years?" But, "What will I wish I'd started 10 years from now?"

Put all your eggs in one basket, and if it doesn't work out, make more eggs.