Advertising works not by communicating, but by making someone feel something. Emotions are the key

Les Binet & Peter Field

What is an insight?

…an observation framed in such a way that it changes understanding of the situation and suggests action

Jem Fawcus, CEO – Firefish

The riskiest thing we can do is just maintain the status quo.

Bob Iger, Chairman – Disney

Information is only useful when it can be understood

Muriel Cooper, Art Director – MIT Press

If no-one truly hates an idea, it’s highly likely that no-one truly loves it either