I don’t want to think. And I don’t want you to think. I think it would be better if you just understood me.

Thinking takes away from understanding. Too much thinking is how the Bulls wound up in NBA purgatory. It’s how a stack gets blown at the poker table. It’s how blunders happen on the chess board. 

It’s how an ad leaves the audience confused. 

Simple and direct hits the hardest.

That’s the thinking behind my ads.