As i commented previously, there are in reality no absolutes, no entirely black and white situations. Take the work we do: even in a really crappy concept or execution, there is always a redeeming quality, even if it's ever so slight. Likewise, the greatest, award-winningest idea can be improved somehow. It too is never the absolute best. (Practically speaking, we might spend another 40 hours to improve an idea, but one must always weigh the ROI of such an endeavour... will any client ever pay us to spend 500 hours to reach 99.99% perfection, when we can spend 50 hours to reach 99%? Absolute perfection is an ideal, not practical reality.) As you allude to in your post, absolutes are for the ethics and morality and philosophy classes. In our world, the only absolutes are the opinions of those who have the final say.

Right and wrong, black and white... it seems everything is a matter of choice. It is true, and probably too easy, but it still applies to branding. Mac or PC? Breitling or Cartier ? Ferrari or Porsche ?, Beattles or Rolling Stones... I am definitively Mac, Breitling and Ferrari My choices have been made. But does it really matters? Are my choices a reflection of an extreme option? Do my choices stereotype or put in a specific league? This in turn raises an argument on point of views and perspective. Is the famous glass still half empty or half full (by now one would have assumed that it has been fully drunk!...)? Does it really matter, regardless of the way you look at it? It is still half!! Being on one side of the river matters. It is like being right or wrong. You make a choice and you stick to it. However, when it comes to qualifying that choice, does the same logic apply? For example, presenting our ideas or concepts to clients. Do we have the best concepts ? Or are they qualified as 'winning concept' when they are selected by our clients ? In such a cases, we would probably talk about relatives. But I guess even then, the debate will turn to relatives or absolutes ? Finally, maybe absolutes exist only because they coexist in a relative word...

Think about Terry's point -- look at the same history written by winners and loosers of the same conflict -- what do you think? As for music I'm still a Doors fan but the point is interesting -- you make a choice -- and you stick with it -- until you change yoru mind......I just heard Lester speak at a conference and his point always is -- who is going to make eternal choices for toothpaste?

You're right on, David. Without getting overly political here because I don't quite think this is the forum, listen to the history of the Arab/Israeli conflict from both sides and you'll think you're hearing about two completely separate set of events. We all make end up making judgments about a variety of issues or (in the case of marketing,) purchases, but those judgments and decisions are subject to a long list of factors that can even shift from day to day, or hour to hour. Truth is a moving target.

Its not a statement of politics or sides -- I agree with you -- so how does this impact our business challenge if everything is a moving target?