CHAPTER 1

Introduction

Understanding the Challenges to Overcome in Creating Advertising

They say that someone who acts as their own lawyer in court has a fool for a client. No one tries to do their own open-heart surgery.

My friend Duane is an engineer and he told me he could take out his own appendix if he had to; but Duane has a PhD in biomechanical engineering and went through the astronaut training program, so I do believe Duane could do just about anything he sets his mind to. Very few of us are like Duane with his focus and learning capacity, even if our self-confidence can be excessively high and we believe our inflated self-assessments.

Work done by lawyers, doctors, or professionals such as engineers, architects, accountants, and others ...

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