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