Putting beautiful typefaces on weak ad .. Is likePutting make-up on a corpse it may look beautiful,But it is still dead.

It is easier to penetrate your audience with one sharp, clean point or idea, thand with a maze of half-baked unremarkable, uninspiring ideas that will never motivate or be remembered.

THE IDEA IS KING

HELVETICA IS NOT A CONCEPT

My putting stats [140th] for the tour are weak,

We have to make sure we bond for everything. Reclamation is more than putting lipstick on the corpse. We need to breathe some life back into the corpse.