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.

I know that, for me, I need to try to cover myself while breastfeeding so that no one snaps a picture. If this wasn't the case, I probably wouldn't mind as much because my son is my biggest concern. My attitude is, if someone sees a little somethin' somethin', don't look if you don't like it.

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.