Occam's Razor and Cutting Your Own Throat.

Direct Marketing | November 1, 1997| | Copyright

Many creative people in advertising are out of touch. Not just in general advertising, but in direct marketing as well. And no one had to conduct a study to show me -- it is obvious.

Once a month or so, I unchain myself from my desk, turn on my voice mail, and brave the mad morning traffic to make a pilgrimage downtown to the central branch of the Columbus Metropolitan Library.

Up two flights of stairs, I enter the sanctum sanctorum, the Business and Technology section. I thumb through the investment newsletters in front, run a few computer searches on Disc ...

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