1900 Legends.

25. Good taste: Creating a product that people love, but can’t explain why they love it. - My definition.

24. If you have an executive that does work they don’t have to do, but do it because they care about the quality of work, that’s a sign of great leadership. Businesses that have that kind of leadership outperform on average.

23. The market only cares about results, However; nobody truly understands the mind of the market. We just know who is winning and who is losing market share. We’re constantly guessing, learning, failing and trying again. The story of every business you know.

22. When given a creative task, it’s always wise to start by choosing an emotion to base your work on. What kind of feeling do you want the customer or audience to feel? Sometimes, it’s better to start with one emotion and transition to another.

21. The hardest part about investing is having patience. The same is true when dealing with customers. Take the time to learn your customer demographic first and observe their way of life. The better you know them, the easier it will be to persuade them. Then give them options.

20. Observe the students in any classroom and you will notice they fall in 1 of 5 categories: Those who are smart, those who look smart but are actually hard working, the average, those who look dumb but are actually smart and those who look dumb and are actually dumb.

19. The best ads attract attention without begging for it. You have to demonstrate your worthiness of attention by using words, images, colours, design, music and comedy. It’s a lot harder than you think.

18. The workers that crafted your favourite brands are often the ones you don’t know about. Those workers often underestimate their own contributions. It’s hard to determine the effectiveness of your work in a room full of creators, designers, engineers and businessmen.

17. Because we pay attention to the same things consciously, we get fooled by the same tricks constantly. We also observe the same things subconsciously and it helps us read the people around us more honestly.

16. Word of mouth validation is the single most important form of marketing. When was the last time you recommended a product or service and why did you do it? When was the last time someone recommended a product or service to you and why did they do it?

15. As a follow up on point (13), the mannequin experiment is the best representation of what consumers face today at the store shelf. The vast majority of people can’t distinguish the qualities of the products that lay before them. However, they still make choices.

14. As discussed in point (3&5), the observational environment will always influence what the consumer or viewer is paying attention to. When designing or directing, the bulk of the work should be in that environment.

13. The mannequin experiment is a good way to observe consumer preferences. This is how it works: Buy 5 different mannequins and line them up horizontally. Buy the same clothing for all of them and position the mannequins in different postures. Ask a group of volunteers to vote.

10. Even though they may not realize it, a customer has already decided what they want before they open their front door. As a brand ambassador, It’s your job to change their mind.

9. There’s one way to determine whether your product possess good taste or not. If consumers like it, but can’t explain why they like it, it has good taste. If you can’t explain why your competitor’s product is more attractive to consumers, it is lacking good taste.

8. Sometimes it’s in your own interest to make someone else the image behind your brand.

6. Respect always trumps popularity.

5.The mind of a consumer does not prioritize what it observes, it only prioritizes what it pays attention to. The decisions made by consumers at the store shelf are based on what it observes, not really what it’s paying attention to.

4.The biggest distinguishing factor between employees at ad agencies is their understanding of consumer psychology.