I started with reading a lot of books about advertising and how it works and all that stuff, but as I taught more and more, I gradually realized that the best thing is to just have the students do some advertising. That allowed me to not have to figure out in advance how I'm going to teach every single thing, but rather make corrections or adjustments as we go along. If you're a good teacher, you can pay attention to what people need, at what time they need it, and go into it and help them. So experiential learning is a big part of how I teach. I'm always looking for projects that have some meat and gravitas to them.
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