Love. Respect. Honor. Truth. Justice. Humor. These are the real selling propositions for every client. Let's uphold the simple things that we as people care about most. It's good for people and for business. In the relentless barrage of messaging out there, only dead-simple meaningful and single-minded ideas will play through and possibly live on in people's imaginations. So armed, we may-- just maybe--nudge consumers a tiny bit in the direction we hope they'll lean. Of course, a decent budget doesn't hurt either.