I’ve been studying AI audio so that I can complete a couple of personal projects. The first project is an audiobook containing 18 chapters that span 75 fascinating minutes. Your MondayMorningMemo on December 22nd will contain the following invitation: The tribe encircling the campfire is about to listen to a group of old men tell […]
A society grows great when old people plant trees under whose shade they will never sit. Trees that live long do not grow quickly. It requires patience to grow a tree that will endure. The root word of patience is the Latin verb “pati.” It means “to suffer” or “to endure.” The best time to […]
It is easy to understand a person who is driven by their passions. Your passions take you to your happy place. I have friends who have a passion for sporting events on television. Others have a passion for gambling, and the paripatetic have a passion for traveling to all the far-flung places on this spinning […]
A tribe is a group of people that share an identity marker. Every affinity group, every fan club, every self-selected group of insiders is a tribe. Last week we talked about Business-to-Business advertising (B2B) and Niche Marketing with a long purchase cycle (Niche-L). Today we talk about Niche Marketing with a short purchase cycle (Niche-S) […]
Today we’re going to do something fun. Are you ready? (Press the PLAY button to hear the audio version of today’s memo.) I will tell you how to advertise if you will tell me the nature of your business. Advertising can be broken into 6 major categories: Business-to-Business (B2B) Niche Marketing (Niche-S) with a short […]
When you understand how a person thinks, speaks, acts, and sees the world, you feel like you know that person. This is true whether you have spent time with them, or if you have spent time with them through the magic of modern media. Television, radio, and social media can be used to make sure […]
Jeffrey Eisenberg and I were looking though a pair of antique doors at Austin Auction Gallery when I saw a remarkable oil painting on the wall behind them and whispered in wonder, “Ozymandias.” The auction catalog described the painting as, “Arabian horse and handler with Egyptian sphinx, signed lower right Maksymilian Novak-Zemplinski (Polish, b.1974), dated […]
Dwight D. Eisenhower was born in Denison, Texas, in 1890. He was the President of the United States when I was born in Dallas, Texas, 68 years later. People called me “Little Roy.” People called him “Ike.” I worry that we have forgotten him. Ike Eisenhower graduated from the United States Military Academy in 1915 […]
Packaging is the art of presentation. Exciting packaging improves conversion. There are two important parts of packaging: WHAT IS IN THE PACKAGE? When package “A” and package “B” are the same price and contain the same basics, they are equal. But when package “B” contains something extra that people would love to have, the sale […]
Peacocks want to be admired. Parrots repeat only what they have heard. Each of us has a little bit of Peacock in us, and perhaps a little Parrot, too. (I admit it about me. You should admit it about you.) Long ago I saw a movie in which an old Greek man says to a […]
There was a day when you found yourself in a strange situation and you did the best you could. Before you knew it, you were walking through it. You noticed a patch of wildflowers. You made a friend. Darkness fell. You saw an eye rise into the sky and believed it to be the moon. […]
Icons represent ideas that are bigger than themselves. Myths are stories that represent ideas that are bigger than themselves. Archetypes are symbols of recognizable patterns of behavior. Letters of the alphabet are symbols (graphemes) that represents sounds (phonemes,) just as notes on a sheet of music are symbols that represent sounds. A role model is […]
The weakness of our current version of AI is that it extracts its knowledge only from what we have taught it. Things that are rarely done are difficult for AI to imitate. AI has confidence in things that are repeated online ad infinitum.* Predictable ads follow the orthodox guidelines taught in every college in America. […]
The advantage of being an old man is that you can remember the past. This gives you a different perspective on current events. But if that old man is foolish enough to share his thoughts, the average person will smile tolerantly and pat him on his head and tell him that he is just “a […]
Some Writers Think Life is Overrated William Shakespeare wrote, “This life… is but a walking shadow; a poor player that struts and frets his hour upon the stage, and then is heard no more: it is a tale told by an idiot, full of sound and fury, signifying nothing.” Songwriter K.D. Lang put it more […]
Open your ads with a big, emotional idea. Save the details for your web page. Use parallel structure if you can. Parallel structure is a writing technique that uses similar grammatical constructions to express related ideas. Patterns of words, phrases, or clauses that are repeated show that your selected ideas are of equal importance. Parallel […]
Pearl had the power of 5 different breeds. She was my Megadog. The Mustang was a 1971 convertible, white with a blue interior. The car and the dog could not talk, of course, but speech is not required to show love. Pearl and I found each other in the middle of nowhere, Oklahoma, when I […]
“More agile than a turtle! Stronger than a mouse! Nobler than a head of lettuce! His shield is his Heart! It’s… El CHAPULIN COLORADO!” El Chapulín Colorado – The Red Grasshopper – was a Spanish-speaking television star loved by hundreds of millions of people around the world. The Red Grasshopper would shout “¡Síganme los buenos!” and […]
A troubling statement makes us want to think of exceptions to it that would prove that statement to be wrong. “Outliers are interesting, but they rarely matter,” is a troubling statement, and you may already be thinking of exceptions to it. But it remains true nonetheless. This second statement is also true. “If there were […]
Clarity and Brevity are the highest creativity. But “clear and brief” does not mean simple and predictable. One the most talented writers of advertising in the world would be surprised to hear me call him that. Jonathan Edward Durham is a novelist. He recently posted this random thought. “‘Why am I so sad today?’ I ask myself […]
January 18, 1604: King James, a Protestant, announces that he will commission an English translation of the Bible. January 16, 1605: Miguel de Cervantes’ Don Quixote is published in Spain. It is considered to be the first modern novel. Every sophisticated storytelling device used by the best writers today made its initial debut in Don Quixote. February […]
I was whining to Clay Cary about the interest rate the bank was going to charge me to fund a real estate investment. I felt the percentage was way too high. Clay asked, “Is the deal you’re about to make a good deal? How much money will you make from it?” I answered his question […]
Pain is a signal that something is wrong. Pain whispers, shouts, and screams, “Pay attention. Be careful. Something is wrong.” Jean Marzollo wrote a children’s poem in 1948 that romanticized Christopher Columbus. It inspired a generation of children during the Captain Kangaroo years. Her proud poem begins, “In fourteen hundred ninety-two Columbus sailed the ocean […]
You want to succeed. But will you recognize success when it happens? What will be its indicators? How will you measure it? Most importantly, how long are you willing to pursue it? You probably overestimate what you can accomplish in a year, and underestimate what you can accomplish in ten years. How many years have […]
The Muses of Greek mythology were nine goddesses associated with the arts, sciences, and memory. They were the source of inspiration for artists, thinkers, poets, dancers, musicians, and philosophers. They were the goddesses of knowledge, embodying the wisdom and creative power found in poetry, songs, and myths. This is the point: a muse is never […]
The greatest companies are the ones with the happiest customers. To create happy customers, you need to be customer-centric. Every company believes they are customer-centric. But while a great company keeps the happiness of their customer in the center of their thoughts, the average company puts their customer in the center of the cross-hairs of […]
The strongest brands are the ones with the most distinctive personalities. But even a weak and faded personality is better than none at all. A brand with a personality is an imaginary character in the minds of the customers of that brand. It is similar to the characters in syndicated television shows, bestselling novels, and […]
“Around the swimming beagles, bright stars danced on rippling waters like a thousand little fishes of light scurrying in a sea of darkness. Can there be a more beautiful sight than when sky meets ocean in the black of night?” The lawyer whispered to himself, the beagles, and the sea as the soft blanket of […]
Pennie and I had a difficult week a long way from home. It began with a piece of gravel that cracked her windshield. Looking back, we should have just lived with it. But we didn’t know that at the time. We dropped her car off at the appointed time on the appointed day. When Pennie […]
“If people were paid according to how hard they work, the richest people on earth would be the ones digging ditches with a shovel in the hot summertime.” That’s what my mother told me when I was a boy. When she saw the puzzled look on my face, she continued. “People who make a lot […]
His name was Rab. He died in Bengal, the land of tigers, in 1941. On his way out the door, he said, “Faith is the bird that feels the light when the dawn is still dark.” When Rab was sixteen, he published a book of poetry under the pseudonym Bhānusiṃha, which means “Sun Lion.” Those poems were […]
Michael Dell and Shaquille O’Neal planned their work and worked their plans. Dell understood the formulas, and followed the rules, of efficiency. O’Neal understood the formulas and followed the rules of basketball. Each of them faithfully followed a Structural plan. Michael Dell invented nothing, improvised nothing, and innovated only once. But that single innovation made […]
“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.” “Life… Liberty… and the pursuit of Happiness.” We published those words 249 years ago when we declared our independence from […]
“If we train our children only to harvest, who will plant the seed?” I wrote those words after contemplating the short-sightedness of so-called, “performance marketing,” on March 11, 2010. “Performance marketing” is the new name for direct response advertising. It works best when it extracts the value from a well-known brand. Its objective is to […]
I was watching a few of Evan Puschak’s “Nerdwriter” videos when I heard my own inner voice composing a thank you note to him. In the quiet of my mind, I told Evan that I have always found his analysis of literature, movies, music, photographs, and paintings to be incisive and insightful. Incisive Insightful Those two […]
Magical Thinking is often misunderstood. Jason Segel plays a psychologist in the Apple + TV show, “Shrinking.” He is talking to a patient with Obsessive-Compulsive Disorder. He looks at her. “This again?” She is holding her breath. He says, “You looked at the clock and now you have to hold your breath until the minute […]
Brian Brushwood knows how to gain and hold attention in social media. Reaching for that brass ring causes most people to lean too far off their plastic horse on the social media merry-go-round. SPLAT! They land flat on their faces with only a few hundred views. Brian has built a YouTube channel to 1.7 million […]
“Features and benefits” were once the most loudly shouted secrets of customer acquisition in Business to Consumer advertising (B2C). I even wrote a chapter in my first book – The Wizard of Ads – on the use of “which means” as a word-bridge between: 1. naming a feature of your product and 2. naming the […]
Philip Dusenberry once said, “I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes.” I can testify that Dusenberry is correct. The best ad writers make more money than the most highly paid lawyers and heart surgeons. Great advertising makes an enormous difference […]
Twenty-four thousand men were crowded into Knockaloe Internment Camp in 1914 because they had been found guilty of being in the wrong place, at the wrong time, with the wrong last name. Tightly confined behind barbed wire, those men grew increasingly weak, feeble, stiff and awkward until a man named Joseph was shoved through their […]
The biggest decisions I ever made didn’t seem big at the time. I’ll bet the same is true for you. Pivotal changes in direction seem obvious to us 10 years later, but during that tiny moment when we alter our course a little, it feels like a very small thing. Here are 4 small, pivotal […]
If you believe that people today have a short attention span, you are mistaken. FACT: We live in an over-communicated society. This is why we have learned how to quickly filter out messages that do not interest us. FACT: We will happily spend several hours binge-watching shows that appeal to us. Where’s your theory about […]
Buying advertising is a lot like buying diamonds. Allow me to explain. Anyone who talks to a jeweler will be told that diamonds are graded according to the 4 C’s: Color, Clarity, Carat weight, and Cut. Customers ask the jeweler, “Which of the 4 Cs is most important?” This seems like a perfectly reasonable question, […]
I recently sent you two memos about our need for positive hope. “Hollywood’s Broken Angel” was the true story of a woman who desperately needed a friend to encourage her. “Hope and a Future” explained how easy it is to recharge the emotional batteries of a friend whose light has dimmed. Positive hope crackles with […]
Fifty years ago, I was a teenager with an unreliable automobile. But that’s never a problem for an Oklahoma boy who has knowledge, tools, and daylight. My knowledge and tools were always with me, but the daylight disappeared at the worst possible time, no matter how badly I needed it. Cell phones had not yet […]
Her name was Lillian Millicent Entwistle, “Peg” to her friends. She was born in 1908. At the age of 19, Peg married Robert Keith, 10 years older than she. Then she discovered that he had been married before and had a 6 year-old son. The couple was soon divorced. “I’ll move to a new place […]
I asked Google, “What are thoughts made of?” Google said, “According to current scientific understanding, thoughts are essentially made up of electrical signals generated by the firing of neurons in the brain, which communicate with each other through chemical messengers called neurotransmitters; essentially, a thought is a complex pattern of neural activity within the brain, triggered […]
The Wizard Academy tower sits on a plateau 900 feet above the city of Austin. The view from the stardeck is stunning. When you attend our free public seminar on the afternoon of March 17, you will be in Tuscan Hall just 500 feet from the tower. If you have some extra time on campus, perhaps Dave […]
Your heart tells you who you are. Your heart contains all your beliefs. PowerSelling radiates outward from the pulsating fact that people don’t bond with companies; people bond with people; personalities that share their beliefs. Your company needs a personality if you want your customers to feel a connection to it. Does your company have […]
Curiosity is a beagle running through the forest with its nose to the ground. Curiosity is the cure for boredom. There is no cure for curiosity. Curious, I asked, “How did the Kardashians become famous?” I wish I hadn’t. “Through different ventures, several members of the family have assets of over $1 billion. Kim Kardashian became a […]
Last week’s Monday Morning Memo included a photograph of a diamond pendant and the promise of a $1,000 cash prize to whoever could use AI to write the 60-second radio ad that would sell the largest number of that pendant for Valentine’s Day. I was given that photo by a jewelry client. In a moment […]
The General Social Survey has been conducted every second year since 1972 and the most recent one contained both good and bad news about us. GOOD NEWS: Our bonds with our families and friends are as strong as ever. BAD NEWS: The bridges we once extended to strangers have collapsed. Jesus talks about a socially […]
John Steinbeck wrote a letter to Carlton Sheffield about a conversation he’d had with his wife, Elaine. “Once I said to her, ‘I don’t want the barbarity of funeral for myself.’ And she said, ‘Don’t be silly. A funeral isn’t for the dead. You’ll simply be a stage set for a kind of festival, maybe. […]
The future is unknowable. The past is unrecoverable. If you are anxious, you are living in the future. Don’t live your life in an imaginary tomorrow. Find joy while it is still today. If you are depressed, you are living in the past. Escaping the past is easy. The hard part is choosing to […]
My observation during the past 40+ years as an ad writer has been that television and radio professionals spend so much time trying to sell television and radio ads, they have no time to learn how to make those ads work. When you know how to make ads work, and can prove it, television and […]
Billy Sunday was born in 1862, the second year of America’s Civil War. He died in 1935, during the Great Depression. Billy was a wildly flamboyant and controversial preacher, but he made an interesting observation: “More men fail through lack of purpose than lack of talent.” We’ll talk more about purpose in just a […]
One hundred and two years ago, Benito organized a March on Rome with the intention of forcing the king of Italy to yield the government to him. It worked, and Benito was appointed prime minister. Thirty-two-year-old Antonio had a problem with that, and spoke out against Benito. Benito got tired of Antonio’s criticism and had him thrown […]
As you round the corner and see your destination, the inconveniences of travel evaporate from your mind. Poof. You are here now, and everything is new again. Your children will carry the joy of this place wherever they go. The adventures we have for them are unimaginable. Leave them with us. We promise they won’t […]
Calvin is looking up into a star-filled sky when he says to his tiger friend Hobbes, “If people looked at the stars each night, I bet they’d live a lot differently. When you look into infinity, you realize that there are more important things than what people do all day.” My friends are Calvin. I […]
Rock-hard sandstone used to be just plain old sand, the kind you see at the beach. If you lie down on beach sand, you will leave your imprint on it. But if you lie down on sandstone, it will leave its imprint on you. Every person who starts a business hopes to leave their mark […]
Same image as last week, as I told you, but this week it has a whole different meaning. – Indy Beagle I don’t claim to speak for anyone but myself, and maybe it’s a generational thing, but America, to my way of thinking, is less of a place and more of a belief system; a […]
PART THREE of SEVEN SECRETS OF SALES ACTIVATION The objective of a Customer Bonding campaign is to make your name the one that people think of first and feel the best about. When you have not successfully bonded with your customer, any attempt at sales activation is simply an experiment in direct marketing. This can […]
Two thousand years ago, Confucius was as old to the people of China as Christopher Columbus is to us today. Five hundred and thirty-two years before the wise men followed their star to Bethlehem, Confucius wrote, “By three methods we may learn wisdom: First, by contemplation, which is noblest; Second, by imitation, which is easiest; and […]
Leadership = Energy + Direction Direction = Vision + Courage Therefore, leaders are people of Energy, Vision, and Courage. If you are a person of energy, vision, and courage: (1.) I have noticed that people like you often become surrounded by wanderers who are looking for a leader. It is hard to make money when […]
Riding this rocket toward my 67th birthday, memories of my life flicker in the twilight of my mind like shooting stars in the night. My gaze lingers on a long-ago day when I began writing ads for a jeweler. I saw the cover of a book that said, “Follow Your Passion. The Money Will Follow,” […]
You are inside your business, looking out. The customer is outside your business, looking in. Your inside-out perspective makes you blind in one eye. Confirmation bias makes you blind in the other eye. You cannot see yourself the way your customer sees you. You imagine how they see you based on your mission statement, your […]
Every company has an inside, an outside, and an engine. This is why successful companies have a Mother, a Trumpet, and a CEO. The CEO chooses a destination and builds a machine to take us there. The Mother looks inward to the people in the company. The Trumpet makes beautiful noises for the public to […]
The best screenwriters in Hollywood use the principles of David Freeman, as do Nobel and Pulitzer prize-winning novelists and all the most effective ad writers, even if they have never heard of the man. I know David well, as he has taught a number of classes at Wizard Academy. His always-and-forever question is this: “What […]
Every person on earth belongs to several cults. Calm down. I’m not talking about what you think I’m talking about. I’ll start at the beginning. Cult: any group of people who share a devotion to an idea, activity, or identity. Cults become toxic and dangerous only when the devotion of the group is (1.) to […]
Brad Pitt, Ron Howard, and Me I never write click-bait headlines, but I wrote this one just to prove I can. Brad shines from Shawnee, Ron comes from Duncan, and I bailed from Broken Arrow. We’re all Okla-Homeboys. Now that my click-bait headline has done its job and convinced you to keep reading all the […]
These are stories of a bright day, a dark night, and a monster. The story of the bright day happened last year just before Christmas. You may recall that I told you about finding an undiscovered 400-year-old copy of the 1605 edition of Don Quixote at a used furniture auction in a village in New […]
Twenty-nine years ago, Carl Sagan wrote a book called The Demon-Haunted World: Science as a Candle in the Dark (1995). One of the observations Carl shared in that book is particularly troubling: “One of the saddest lessons of history is this: If we’ve been bamboozled long enough, we tend to reject any evidence of the bamboozle. We’re […]
Lots of people have been asking me the same 3 questions. QUESTION ONE: “Who were your mentors?” Mentor is a word I never use. It smells of apprenticeship, that wafting, submissive aroma that arises from a servant who adores his master. By this definition, I have never had a mentor, but I do have many heroes […]
Aim their laughter like a cannon that booms out over the water. Aim their sorrow like a rainbow that follows a storm. Aim their anger like a lightning bolt that kills a man standing under a tree. Be careful not to stand under trees. People would rather be angry that bored. This is why we […]
There is a time to get started, and there is a time to wait. When you have thought carefully about it, take action. But when you haven’t thought about it, wait. The important is rarely urgent, and the urgent is rarely important. Do not become a slave to the merely urgent. Perception is to see […]
When you are having an adventure, you wish you were safe at home. But when you are safe at home, you wish you were having an adventure. Every adventure is marked by setbacks, disappointments, and difficulties. Without trouble, there can be no adventure. Our love of movies, video games, and sporting events proves our craving […]
My friends know that I have not used – and do not plan to use – ChatGPT, although I do endorse it for people who do not love to write. I love to write. Undissuaded, my friends urge that I should at least allow ChatGPT to gather and compile data for me to edit. I […]
“If the founder of an organization does not empower the next generation of leadership to carry the enterprise forward while he is still viable as a leader, the organization he founded will cease to exist within 10 years after his death.” I have no recall of how I learned that information, but I have known […]
A successful mechanic shop brings in about $500,000 a year. But whether or not the shop owner makes any profit on that $500,000 isn’t determined by how good they are at repairing cars, but by how good they are at running a business. And even those shop owners who are good at running a business […]
The Growing Up Years: Ages Birth to 20 When a man is in his teenage years, people with good intentions will ask, “What are your plans for the future?” Fewer than 10% of us have a real plan at that age, but we make one up so that we don’t disappoint those who believe in […]
To Hollister and Gideon, You have arrived at that age when everyone you meet will ask you about your plans for the future. I am older, happier, and probably more successful than those people, so ignore them. Listen to me. Knowledge is important, but experience is what really matters. School can give you knowledge, but […]
“Telling the truth more powerfully than is completely accurate” is to think and speak of a future event as though it has already happened. Some people call this “manifesting,” but I am uncomfortable with that word because it conjures the image of a person literally speaking things into existence, an ability that I believe is […]
Two-letter postal abbreviations don’t have periods after the letters, so when I titled today’s Monday Morning Memo, “Reno is West of L.A.” I was not using L.A. as the postal abbreviation for Louisiana. Carson City – the capitol of Nevada – is likewise west of Los Angeles, as are 5 other state capitols. Juneau, Honolulu, […]
You see a lot of crap during 40 years as an ad writer. You see big, steaming piles of predictable ads written by amateurs who assume the audience is required to listen. You see frozen piles of heartless ads that speak to ideas rather than to people. You see the scattered shrapnel of ads written […]
As you increase your words, you decrease their impact. Communicate your thoughts in short sentences. Those thoughts will be remembered, and you will, too. Shorter hits harder. I read a book by a man who is a deep thinker, a great strategist, and a good writer. His strengths are that he can identify, organize, and […]
Kings and pirates both wear swords, but for different reasons. A king wears his sword as a symbol of the army he commands. A pirate wears his sword so that it will be at hand when he needs it. Pirates have a high tolerance for risk because they have nothing to lose. Kings have a […]
Every time you make a declarative statement, you choose one of only 9 sentence structures. You have been doing this unconsciously for as long as you have been able to speak and write. Today I am going to teach you how to do it consciously. Ten minutes from now, you will be able to speak […]
The tectonic plates of America are shifting beneath our feet. Can you feel the tremors? I’m not talking about the foundations of our continent. I’m talking about the foundations our nation. Our continent is rock, soil, and water; mountains and prairies and oceans white with foam. Our nation is a people; a family that we […]
My reputation is built largely on the fact that I cheat. I openly admit my cheating, but no one cares, because the way that I cheat is not unethical, immoral, or illegal. I realized in 2017 that Warren Buffet and I do exactly the same thing. Here is how he describes it: “Ted Williams wrote […]
In the Monday Morning Memo for Oct. 10, 2022, I wrote, “Do you want to be one of the world’s great ad writers? Don’t read ads. Read the poems, short stories and novels written by the winners of the Pulitzer and Nobel prizes in Literature.” My friend Tom Grimes – the waterboy of Amarillo – […]
There are two ways to become invisible, and both are easily accomplished. To become invisible to yourself: get lost inside your own head. When you ignore other people, it never occurs to you that they can see you. This is how you become invisible in your mind. To become invisible to others: say what people expected you […]
[The wizard has been writing twice a month for Radio Ink magazine for more than a quarter century. The column you are about to read will be distributed to every radio station in North America – more than 10,000 of them – when it is published in a few weeks. – Indy Beagle] Traditional wisdom […]
There is a mysterious camera in your brain that will click and capture a poignant scene from time to time. You know what I’m talking about: random moments that you can vividly recall, but you’re not sure why. My awareness of that camera has been heightened and brightened in recent days as I feel a […]
Every company has Untold Story assets that are hiding in plain sight, and every company has Limiting Factors that are holding them back. This is how you lift a company to new heights: 1. Uncover the Untold Stories. 2. Devise a plan to overcome the Limiting Factors. Untold Stories and Limiting Factors are not always […]
How to Shear a Sheep by Barbara Kingsolver Walk to the barn before dawn. Take off your clothes. Cast everything on the ground: your nylon jacket, wool socks and all. Throw away the cutting tools, the shears that bite like teeth at the skin when hooves flail and your elbow comes up hard under a […]
The dew lies softly on the green grass and the sunrise is golden in the early morning sky. I come upon an unspoiled mirror of water. A smooth pebble leaves my fingertips. Yes! I land my pebble perfectly in the bullseye! I watch a concentric circle of ripples reach the edge of the pool and […]
You look at life from a unique point of view. I do, too. Each of us is trapped in our own perceptual reality. “I have no idea what you’re talking about.” You and I may look at the same thing but see it differently. And that little girl over there, yes, that one, sees things […]
A weak ad attempts to make too many points, and none of them very powerfully. A weak ad is a bloated little porcupine. A great ad drives a single point through one side of your house and out the other with all the momentum of a freight train. A powerful ad is a charging rhinoceros. […]
Efficiency experts say you must plan your work and work your plan. And you must have written goals and a budget and a schedule. A detailed plan is the key to success when you are doing something small, but you cannot have a detailed plan when you are doing something big and new and untried. […]
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