Good article, David, and I’ll add to it by saying that “New ideas win.” The adage that you only have to change an existing idea slightly to be a success is failing. Even copycat sitcoms are failing. We’ve done all the variations. What matters now are new ideas, ideas that advance us instead of extending us along the same path. I’ve told people for years to read “On Writing Well.” It’s in at least 20 of my posts. While it was written for young journalists (Zinsser’s notes from Columbia), I find it’s also great for writing advertising. His comment on first sentences is timeless. Thanks for the post.