01 Simplicity and Clarity Win. Relying on graphic and verbal gymnastics is not being creative. A good idea must make the product advantage more persuasive and believable.
02 Tell the Truth and Run. The best ideas don't need embellishment; they need truth. Telling simple, compelling stories makes brands unforgettable.
03 Start With People. What do they need? What do you offer that might help them do whatever it is they're trying to do? The best answer is a human-centered question.
