mother, may I
	1. shut up and listen
	2. see things the way your customers see them
	3. Don’t be blinded by what you think you sell
	4. understand what those other bastards are up to
	5. understand the visual environment you’re going into
	6. know your audience’s purchase process
	7. assign each medium a function
	8. develop a content map
	9. target media and messages across the whole purchase cycle
	10. craft a compelling idea that ties everything together
	11. make it memorable
	12. recycle your customers