Today we discuss why promises made to the client should only be proffered by those in a position to keep them. Based on the tweet: “We can do a million ads like this” should never be uttered by someone who’s yet to write a single one. 

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Today we admit that not everything in advertising must be simple. Based on the tweet: Don’t confuse a simple execution with a simple message. The former is optional; the latter, mandatory. 

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Today we discuss the importance of framing questions wisely and The Dog makes an auditory cameo. Based on the tweet: “What do you think?” is not code for “What’s wrong with this?”

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Today we discuss why every piece of work must justify its own existence in the eyes of the public. Based on the tweet: The consumer will never hear that two-hour campaign rationale you gave to the client. Work lives or dies on its own merits. 

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Today we dispel the myth that B2B advertising can and should bore people into submission. Based on the tweet: B2B = B2C. No one picks up an industry pub and thinks, “Two men shaking hands in front of columns really speaks to me.” 

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Today we rail against short-term thinking and montages because someone must. Based on the tweet: Even spammers know stimulating instant response is easy. Creating long-term preference and affinity, now that’s a fun challenge. 

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Today we discuss the importance of craft while neglecting to celebrate the wonder of craft services. Based on the tweet: Few things break my heart like seeing a brilliant idea poorly executed. Always sweat the details.

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Today we emerge from a brief sabbatical to discuss the importance of having the right amount of respect for oneself and the work. Based on the tweet: Check your ego at the door – if it’s strong enough to fight yet meek enough not to fume, go on in.

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Today we discuss the perils of giving people exactly what they ask for. Based on the tweet: Never show a client anything you don’t want to produce if you hope to avoid producing something you never want to show anyone. 

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Today we reflect upon the damage caused by rigid monetary expectations. Based on the tweet: It is nearly impossible to stretch a budget for an unbending client.

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