PROBLEM SOLVING

"When a client comes to us with a product, he is, in effect, giving us a problem to be solved. . . . Some of the biggest advertising mistakes are people who imagine they know what the problem is, or they're not even thinking about; they're just coming up with that brilliant idea and trying to force the problem to fit it."

Mary Wells Lawrence, Chairman of Wells, Rich, & Green, quoted in Vogue, February 15, 1972.