CREDO

- 1.
  
  Start with a good product,
  perfectly understood by those
  responsible for its success.
  Good communication that
  touts a bad product will only
  hasten its demise.
- 2.
  
  Understand your customer’s
  physical, emotional and
  psychological needs and
  desires—especially those they
  don’t understand themselves.
- 3.
  
  Make the benefit clear,
  back it up honestly, and
  make the brand character
  irresistible.
- 4.
  
  Create a brand that likes
  people. You can always tell
  the ones that do because
  they don’t bore, irritate,
  patronize or insult one’s
  intelligence.
- 5.
  
  Give your gut reactions more
  credit. How many times have
  you slogged through a .ppt
  and wound up thinking
  "Huh. I knew that."
- 6.
  
  A good idea is a good idea.
  It can be worked online, on
  the air, on a sidewalk if it’s
  solid.
- 7.
  
  Client + agency should equal a
  team of cowboys. Work closely,
  openly and candidly. Don’t
  waste time posturing. Make full
  use of each individual’s talents
  and viewpoints. They add up.
- 8.
  
  Have fun. Fear kills.