Guidance (2)

As quoted by David Ogilvy in Ogilvy on Advertising, an old classic which is still very much worth a (re)read:

"'Most good copywriters', says William Maynard of the Bates agency, 'fall into two categories. Poets. And killers. Poets see an ad as an end. Killers as a means to an end.' If you are both killer and poet, you get rich."