Glory is fleeting but obscurity is forever.

A great quote from Napoleon Bonaparte. Admittedly, it all ended pretty badly for him on a godforsaken island in the South Atlantic but I am sure on a clear day the views were almost spectacular.

The reason I use this quote is I was recently reading Dave Trott’s remarkable and excellent book Predatory Thinking.

In one of the chapters he talks about how marketing departments always want to grow and to do that they need to take somebody else’s lunch. To survive they have to win.

Advertising agencies are no different.

And to win, you have to attack. You have to beat the opposition. You have to have a better plan of battle otherwise you die.

Many don’t like to talk about this because it is brutal. But this is the truth of our business. And those that succeed, fundamentally understand that unless you attack at some point you will…