What do you do when you’re all out of instinct, inspiration, ideas and ingenuity? Use the greats as your guide to get you BACK IN THE GAME.
I once had to phone up a celebrity and ask them why they’d never had a dog. Their answer: “Because they take away your liberty and they stink.” Well, I’ve never had a swipe file. Because they make you lazy and dependent and your copy whiff of shit sandwich. If swipe files made your copy better, the biggest swipe would win. But frameworks? They rock.