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| Why do we strive for excellence when mediocrity is required? | |
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| So how good do you want to be? | |
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| You can achieve the unachievable | |
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| 'I want to be as famous as Persil Automatic' | |
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| Have you noticed how the cleverest people at school are not those who make it in life? | |
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| The Fundamentals | |
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| Energy | |
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| Do not seek praise. Seek criticism | |
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| It's all my fault | |
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| Do not covet your ideas | |
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| Don't look for the next opportunity. The one you have in hand is the opportunity | |
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| Accentuate the positive | |
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| Eliminate the negative | |
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| Do not put your cleverness in front of the communication | |
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| Don't promise what you can't deliver | |
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| Know your client's aims | |
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| What do you do when your client won't buy? | |
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| Don't take no for an answer | |
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| When it can't be done, do it. If you don't do it, it doesn't exist | |
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| If You Can't Solve a Problem, It's Because You're Playing by the Rules | |
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| The person who doesn't make mistakes, is unlikely to make anything | |
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| 'Fail, fail again. Fail better' | |
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| It's wrong to be right | |
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| It's right to be wrong | |
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| Don't be afraid of silly ideas | |
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| Give Yourself Some Spin | |
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| Play your cards right | |
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| It's not what you know | |
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| It's who you know | |
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| Don't give a speech. Put on a show | |
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| Getting fired can be a positive career move | |
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| And Now for a Commercial Break | |
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| Doing a layout means having an idea | |
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| Compose your ad from the weakest point | |
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| Rough layouts sell the idea better than polished ones | |
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| If you get stuck, draw with a different pen | |
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| Suppliers are only as good as you are | |
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| Don't be afraid to work with the best | |
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| Get out of advertising | |
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| Do not try to win awards | |
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| You Don't have to be Creative to be Creative | |
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| How you can make your company great | |
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| How a senior manager can make a big difference | |
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| How a junior account handler can make a big difference | |
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| How a media buyer can make a big difference | |
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| New Business | |
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| What is meant by the word 'creative'? | |
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| How to improve your strike rate | |
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| Final Thoughts | |
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| My finest hour | |
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| Notes from the pulpit | |
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| Life's creative circle | |
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| Wit and wisdom | |