"The most dangerous question a prospect or customer asks is 'Why should I?' And he may ask it more than once--but never of you. The product and its communication stream must continue to provide him with both rational and emotional answers."
--Lester Wunderman, founder of Wunderman Direct and the father of direct mail advertising

From Fast Company's recently released book, The Rules of Business: 55 Essential Ideas to Help Smart People (and Organizations) Perform At Their Best