Intelligent people
Från boken Kiss & Sell - Writing for advertising
"First, let's get one thing clear. 99% of everything created by human beings sucks. Which means less than 1 % of anything- inlcuding ads and reflections on creativtiy - is going to be excellent. I have rather high standards. So I've never been terribly happy with anything, including the work I'm best known for creating. In the sense that I'm unhappy at least 99% of the time, one might think that I am neither a very good creative director nor a well-balanced human being. I do, however, believe that the 1%is worth all the pain."
Amazing point of view.
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