Can't get off this quote by Gossage, who used Saki's words to make his point about the kind of advertising he favored:
In baiting a trap with cheese, always leave room for the mouse.
It's nothing but a one-line recipe for engaging the consumer/audience. The same message takes another form, this time in a book by Matthew E. May called In Pursuit of Elegance: Why the Best Ideas Have Something Missing. You can read the first 11 pages of the book here and see how this message applies in real world, right now and in an eminently successful way.
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