Let us blaze new trails [Letters of note]

Another classic letter to the bosses: Bill Bernbach persuading his employers to stick to their strengths.

I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance, that we’re going to follow history instead of making it, that we’re going to be drowned by superficialities instead of buoyed up by solid fundamentals.

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