First appeared in 1982.
On this and the following page, classic work by Tom Monahan, a founder of Leonard/Monahan in Providence, Rhode Island, and
advertising columnist for Communication Arts during the 1990s. Since 1993, he has been running a creative coaching company
called Before & After, conducting training and brainstorming sessions for ad agencies and marketers across the globe. Monahan
recently launched an online resource for creative directors called TheCDForum.com.