Over lunch the other day, a friend of mine told me a true story that I want to share with you. A copywriter at a well-known advertising agency recently wrote a 30-second TV commercial and showed it to his boss. The Associate Creative Director read it over and said "It's a great spot, but isn't something missing?" "What's that?" asked the copywriter. "The product," replied his boss. "You forgot to mention the client's product!"

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