Vivek Hattangadi

“Short sentences are easier to read than long sentences. All professional writers—newspaper reporters, publicists, magazine writers, copywriters—are taught to write in crisp, short, snappy sentences.”
― Robert W. Bly, The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells

“Not only is there strong empirical evidence to suggest that brand advertising works, but there’s also proof that creativity matters. Jones identifies the three characteristics of ads that have the highest impact on sales: 1. They are intrinsically likeable. 2. They are visual, not verbal. 3. They are communicated in a way that’s relevant to consumers. Another study by Xueming Luo and Pieter”
― Paddy Rangappa, Spark: The Insight to Growing Brands

“Therefore, in your deliberations, when seeking to determine the military conditions, let them be made the basis of a comparison, in this wise: — 12. (1) Which of the two sovereigns is imbued with the Moral law? (2) Which of the two generals has most ability? (3) With whom lie the advantages derived from Heaven and Earth? (4) On which side is discipline most rigorously enforced? (5) Which army is stronger? (6) On which side are officers and men more highly trained? (7) In which army is there the greater constancy both in reward and punishment? 13. By means of these seven considerations I can forecast victory or defeat.”
― Sun Tzu, The Art of War

“Allow me to introduce you to two men, Alan and Ben. Without thinking about it too long, decide who you prefer. Alan is smart, hard-working, impulsive, critical, stubborn and jealous. Ben, however, is jealous, stubborn, critical, impulsive, hard-working and smart. Who would you prefer to get stuck in an elevator with? Most people choose Alan, even though the descriptions are exactly the same. Your brain pays more attention to the first adjectives in the lists, causing you to identify two different personalities. Alan is smart and hard-working. Ben is jealous and stubborn. The first traits outshine the rest. This is called the primacy effect. If it were not for the primacy effect, people would refrain from decking out their headquarters with luxuriously appointed entrance halls. Your lawyer would feel happy turning up to meet you in worn-out sneakers rather than beautifully polished designer Oxfords. The”
― Rolf Dobelli, The Art of Thinking Clearly: The Secrets of Perfect Decision-Making