As a potential client, you have a right to know how I think. Here's a quick summary.
1. Communicators win. Most business success has its roots in the ability to communicate with others.
2. Be simple and memorable. People only do the things they can remember, and when dealing with large numbers of people (i.e. employees and customers) you want to keep your requests short and simple.
3. Execute decent ideas very well. Execution is far more important than the "brilliance" of any idea.
