The biggest mistake young designers make is that they try to make their advertising look like advertising

I look for things that no one I know, even myself, would ever come up with. If your solution is something that your friends or family might come up with, throw it away.

I do think that in some ways, the complexity of technology, the things that we all have to deal with in media, have created a new kind of person that is sensitive to media, but also sensitive to the kind of beliefs that people have. And this person can put the two together.