No-one will ever complain that you made something too easy to understand

Tim Radford, Science Editor, the Guardian newspaper

If someone else is doing something similar to what you’re doing, or looks or sounds like you, you’re both in trouble.

Vic Polkinghorne, founder – creative agency Sell!Sell!

You can have the best product in the world, but if you can’t market it it’s worth nothing

Touker Suleyman, Dragon Investor – Dragon’s Den

Leadership is getting people to do want you want them to do willingly – I also think that’s what copywriters do

Mark Budden, MBE, former bomb disposal officer (via Copy Capital 2018)

Write as little as it takes to be persuasive

David Abbott, copywriting genius

As long as marketers position themselves as experts in advertising, brand positioning, millennials, etc. – instead of being growth drivers – we’ll see more CMO positions disappear. The message is simple: as a marketer, stand for growth – or else.

Thomas Barta, marketing speaker & former McKinsey Partner

Three basic questions to kick-start the marketing briefing process

“To deliver marketing activity that stacks the odds in your favour of delivering growth, the first step is a great brief. You must challenge and work with the business to understand:

1) where your best sources of growth lie;

2) what is stopping the business from unlocking those opportunities; and

3) how will we know if we’re on the right track?”

courtesy of Stack for Business