Mentors along the way on my path have taught me a few very important lessons regarding advertising. First, “More is Less.” As you ladder up the funnel your time with your consumer decreases, how overt and precise can you deliver your definition to the consumer? Second “The brief should take as long as the pitch.” It is your job as the owner and driver of the advertising to set up your extended teams for success, here are some of my favorite strategic examples from my career: