The old man looked hard into my eyes before he decided to answer my question.

He said, “Of all the writers who stride the earth, no one but the poet can change what you are thinking and feeling by scribbling just 144 words. The poet has the same job as the ad writer, but the poet has thousands of years more experience. If you want to write the ads that build great companies – if you want to change the world in just 60 seconds – you must grasp and hold the age worn tools of the poet.”

Would you enjoy having these tools explained to you? Press PLAY on the video below.

[The total word count of what you just read is exactly 111 words.]