To win people over, speak to their wants and needs

Nancy Duarte, communications expert

Nonconformists rule

The people we tend to describe as ‘creative’ tend to be part of a minority of challenging thinkers. The fact that they diverge from the norm is exactly what makes their minds valuable. Being different is what helps them come up with ideas that just aren’t accessible to those who live within the norm.

Dave Birss, creativity expert

Every piece of communication is about one thing. There are no newspaper articles with the headline ‘A list of various things a government might do and the possible outcomes’.

Tim Philips, author – ‘Talk Normal’

Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Bill Bernbach, advertising legend

Science and technology revolutionize our lives, but memory, tradition and myth frame our response.

Arthur M Schlesinger, historian

Most people don’t know your brand exists… what that tells you is you need to set fire to shit. You’ve got to break eggs if you want to get anywhere.

Professor Mark Ritson

Simplicity… is the mark of respect for the listener. The world is always short of time, so a précis is a form of good manners.

Maurice Saatchi, advertising entrepreneur