If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list

David Abbott, advertising legend

Attention is zero-sum. Everyone only has 24 hours in a day — so bigger winners means bigger or more losers.

Andre Redelinghuys, Founder – Attention Labs

Marketing is a battle of perceptions, not products.

Al Ries & Jack Trout, renowned marketing strategists

Advertising is just telling lots of people about the stuff you make and why it’s worth buying.

Dave Dye, advertising legend

Social proof is the idea that if you make a behaviour feel commonplace, it becomes more common still

Richard Shotton, author – The Choice Factory

People don’t want nails – they want to hang their picture on a wall

Giles Edwards, Managing Director – Gasp

Getting your product known isn’t the answer. Getting it wanted is the answer.

Bill Bernbach, advertising legend

If everyone thinks the same way, everyone will get stuck in the same place

Scott Page, Complexity Scientist

Salience

Noun. The quality of being particularly noticeable or important; prominence.

Definition of creativity [in business]: the generation of ideas which are both novel and useful

The Ideas Centre Group