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.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

I've always been much more of a guitar picker, but I began to feel forced into a position of being the epitome of a rock & roll guitarist. Originally, TYA wanted to make it without having to compromise to pop. It worked for a while, but after five or six years, the fun went out of it for me; a lot of the music went out of it.