The Fog of Advertising

After re-watching the Errol Morris documentary on Robert S. McNamara, The Fog of War, I couldn't resist paraphrasing for my industry.

The Eleven Lessons (as they apply to advertising)

1. Empathize with your customer
   
2. Rationality will not save us
3. There's something beyond one's self
4. Maximize efficiency
5. Proportionality should be a guideline in advertising
6. Get the data
7. Belief and seeing are often both wrong
8. Be prepared to reexamine your reasoning
9. In order to do good, you may have to engage with the client
   
10. Never say never
11. You can't change human nature