George Lois

Trends can tyrannize; trends are traps. In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.

Because advertising and marketing is an art, the solution to each new problem or challenge should begin with a blank canvas and an open mind, not with the nervous borrowings of other people's mediocrities. That's precisely what 'trends' are - a search for something 'safe' - and why a reliance on them leads to oblivion.

To ask questions can become the laziest and wobbliest occupation of a mind, but when you must yourself answer the problem that you have posed, you will meditate your question with care and frame it with precision.