" the professionals who are opposed to advertising say it downgrades their profession. And it does. To advertise effectively today, you have to get off your pedestal and put your ear to the ground. You have to get on the same wavelength as the prospect. In advertising, dignity as well as pride goeth before destruction, and a haughty spirit before a fall. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace