1. The Courage of the Naive 2. Protect the Part of You That Still Plays 3. Shrink It, Then Explode It 4. Simplify the Brief and Don't Overthink 5. Dump It All Out Before You Judge 6. Every Element Must Earn Its Place 7. Say It in a Drawing 8. Use Scarcity as a Creative Tool 9. On The Diet Guaraná Print Grand Prix 10. “No Pain, No Gain” Is Bullshit 11. Too Much Time Is a Waste, Not a Gift 12. Never Put It All in One Basket 13. The Trap of “Having a Goal” 14. Learn to See What a Letter Wants to Say 15. Your Culture Shows Up in Your Palette 16. The Trap in Illustrating Your Work 17. When Craft Becomes the Idea 18. Showing Just One Idea Is Arrogance 19. Show Only What You Love 20. How to Sell a Script That Looks Weird 21. Open Briefs Lead CDs to Get Lost 22. On CDs Who Don't Know What They Want 23. A CD's Job Is to Unblock, Not Dictate 24. When CDs Compete with Their Teams 25. Block the Bad Briefing Before It Lands 26. A Difficult Creative Beats a Pleasant One 27. Don't Let Clients Sense Fear 28. There Are No Bad Clients 29. Culture Is the Sum of Every Choice Made