Teach them to Long...

If you want to build a shipdon't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea.

-Antoine de Saint-Exupery

I think this quote is good advice for leadership & ad making.  Too often ads, and political ads in general, focus on herding people together and assigning tasks, in other words they focus on issues, or some other laundry list, rather than inspiring or emotion.

BTW, I got that quote from this deck which lays out Netflix's most interesting values & managerial philosophy.  (Tip of the hat to Dan Pink.)