SUGGESTED READING

WHICH DOCTOR WOULD YOU WANT to have perform your next surgery? The doctor who has one introductory biology textbook from college collecting dust on the shelf behind his desk? Or the doctor whose office is a library of the latest medical texts and whose desk is buried under the past four years worth of the New England Journal of Medicine?

I’m serious. Which doctor do you want standing over you with a scalpel? Well, in terms of expertise, is what we do here in advertising any different? If we propose to sell ourselves as experts to our clients, we actually have to be experts.

I encourage you to read. And learn. And learn a lot. There is no shortcut to being the best. No easy way around it. You have to know your stuff and know it cold.