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How to Get Ideas, 2nd Edition by Larry Corby, Jack Foster

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12.Gather the Information

Aristotle was famous for knowing everything. He taught that the brain exists merely to cool the blood and is not involved in the process of thinking. This is true only of certain persons.

Will Cuppy

If there is another way to skin a cat, I don’t want to know about it.

Steve Kravitz

We don’t know a millionth of one percent about anything.

Thomas Edison

Image

Let me tell you a story:

It was my first year in advertising. Our agency just got a new account—a meat packer. The owner wanted us to advertise his bacon. I remember my first copy chief, Bud Boyd, saying that he wanted to ask him “a few questions” before we started to work. ...

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