"Anyone graduating from medical school in 1966 had first to fulfill military service before launching a career. Fiercely opposed to the Vietnam War, I sought to avoid it through an assignment to the Public Health Service."

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If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.

— Joseph Sugarman