There is a famous story about advertising legend Bill Bernbach (of Doyle Dane and Bernbach - the VW agency back in the 60s, THINK SMALL, etc.).

Bernbach was sitting in a meeting quietly listening to a client who was going on and on and on criticizing the creative presented by the agency.

Bernbach from time to time would take out a small piece of paper from his pocket, glance at it, put it back in his pocket, and continue to listen.

After the meeting one of his creative people asked him what he was looking at.

Berbach produced the small piece of paper. On it was a simple sentence, Maybe he's right!