Dear Students,

Boil everything down.

When you have removed every impurity from the client’s product claims and research insights and social media hoopla and sales manager excitedness what you have may be small. Infinitesimal even.

Let it be. The size of truth is no predictor of its power.

Make that truth your client’s story.

Build your campaign on nothing else.

We live inside a hurricane of promotion and flimflam.

Something to hold on to that is immovable need not be large to be potent.

A short sermon can carry a lot of God.