“In 1978, Donald Gunn was a creative director for the advertising agency Leo Burnett. Though his position implied expertise, Gunn felt he was often just throwing dartsâ€â€relying on inspiration and luck (instead of proven formulas) to make great ads. So, he decided to inject some analytical rigor into the process: He took a yearlong sabbatical, studied the best TV ads he could find, and looked for elemental patterns.”