Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself, believe. |

Certainty is a closing of the mind. To create something new you must have doubt. |

Design is moving an existing position to a preferred one. |

To design is to communicate clearly by whatever means you can control or master. |

There are three responses to a piece of design—yes, no, and WOW!
Wow is the one to aim for. |

The most powerful element in advertising is the truth. |