Salesmen don't have to wear plaid : selling without selling out -- A sharp pencil works best : some thoughts on getting started -- A clean sheet of paper : making an ad--the broad strokes -- Write when you get work : making an ad--some finer touches -- In the future everyone will be famous for 30 seconds : some advice on making television commercials -- Radio is hell, but it's a dry heat : some advice on working in a tough medium -- "Toto, I have a feeling we're not in McCann-Erickson anymore" : working out past the edge -- Only the good die young : the enemies of advertising -- Pecked to death by ducks : presenting and protecting your work -- A good book or a crowbar : some thoughts on getting into the business -- Making shoes versus making shoe commercials : is this a great business or what?