1. A Good Brief Is Rooted in Truth 2. Never Start With Step Two 3. Sit With the Brief Before You Talk 4. The First Hour Is Always Garbage 5. Quality Over Quantity at the Start 6. Build Around One Word at a Time 7. Some of the Funniest Writing Is Over Text 8. Boil the Idea Down to One Line 9. One Line Can Carry a Global Campaign 10. Not Because It's Ready. Because It's Time 11. Don't Tweak Away the Thing That Worked 12. You Have More Time Than You Think 13. Craft Is an Extension of the Maker 14. The Weight of Every Choice 15. Visual Scripts in Contrast to Dialogue Scripts 16. A Great Detail Beats a Great Joke 17. Invite the Reader to Co-Create 18. Bake Your Own Life Into the Copy 19. The Concept Is the Line You Hold 20. Skip the Love Letter Get on a Call 21. Directors Aren't Always Right 22. The Edit Always Tells the Truth 23. It Will Suck Until It Doesn't 24. What Makes a Good Deck 25. Push the Door Wide Open 26. Rehearse Until It Doesn't Feel Rehearsed 27. Bring the Client in Early 28. Facilitate, Then Get Out of the Way 29. Nobody Trains You to Be a CD 30. Start With a Clear Point of View 31. Tell Them Where the Note Came From 32. Give a Way-in, Not a Script 33. Let Them Do the Work 34. Give Ownership as a Gift 35. When Good People Stall, Check the Brief 36. Keep Creatives Out of Dumb Meetings 37. Care About the Unsexy Stuff 38. A Culture of Saying Yes to Ideas