You don’t have to tell, to explain, to convince, to persuade.

You just have to listen, understand, and play back.

That’s copywriting.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the heart of millions of people, and focus those already existing desires onto a particular product.

Eugene Schwartz, Breakthrough Advertising (1966)

P.S.: Thanks Katelyn Bourgoin for sharing this in the first place.

A category of one

You are a person who belongs to a category of one.

Or probably better put in the words of somebody who knew better.

Every individual is an exception to the rule.

Carl Jung

That does not mean that you are alone, not necessarily. It means that you are unique. That what works for others, maybe will not work for you. That what others consider ok, maybe is not ok for you. That you have the full power to write your own story and to be proud of it.

Of course, it also means that others around you are unique. That they might have a completely different point of view. That they might see things that are crystal clear to you in a completely different manner. That they might argue with you, disagree with you, be mad at you, while still fulfilling their own unique story. And be proud of it.

This is scary and also exciting.

The way you look at that changes everything.

Share and play back

Help people by sharing what others think, and they will find a way to interpret that and apply it to their lives.

Help people by playing back what they think, and they will find a way to figure out themselves and be consistent in their lives.

On the other hand, help people by telling them what others mean or what to do, and they will just ignore, even when you approach them with the best of intentions.

Cookies in a jar

When you are looking for a culprit, remember there’s always someone who ate the last cookie in the jar.

Of course, that jar was full at some point. And the person who ate the last cookie might be the one who ate them all, the one who ate most of them, the one who ate some of them, or the one who just ate that last one.

Blame is assigned with great ease to those who are most exposed.

But if it’s reasons you are after, if you want to avoid the jar getting empty sooner than you expected the next time you fill it with your favourite cookies, you have to look a bit farther, a bit deeper, a bit more carefully.


You have got to give yourself the chance to be surprised.

Not because you are unprepared. Not because you had not thought about something enough. Not because someone is trying to get ahead of you. Not because you have lost the bigger picture.

Just because people are surprising, and you got to give them credit for it as well as allow yourself to feel positively about it, without feeling in any way diminished.