"One thing that hasn't changed, though, is that we still have to hear the new ad 2 or 3 times before ..." — Roy H. Williams

You see a person when you look in the mirror that no one sees but you. Other people see a person when they look at you, but you're not that person, either.

Writing good ads is easy when you have something to say.

Words are mere shadows cast by ideas. But the ideas they represent are real.

What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.