Success is always contingent. It has to do with where you are, who you are with, what the circumstances happen to be, and which way the wind is blowing.

The people who speak at conferences and write blogs and books and think they know something universal about advertising and marketing are all full of shit. What they know is what worked at one particular moment, at one particular place, under one particular set of circumstances.

To believe that anything about business, or any other human endeavor for that matter, is universally true or all-embracing is a philosophy for fools and a prescription for failure.

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