The essence of humor is that it should be unexpected, that it should embody an element of surprise, that it should startle us out of that reasonable gravity which, after all, must be our habitual frame of mind.
Now understand me well. It is provided in the essence of things that from any fruition of success, no matter what, shall come forth something to make a greater struggle necessary.
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
For a time it seemed inevitable that the surging tide of agnosticism and materialism would sweep all before it. There were those who did not dare utter what they thought. Many thought the case hopeless and the cause of religion lost once and for ever. But the tide has turned and to the rescue has come - what? The study of comparative religions. By the study of different religions we find that in essence they are one.
Poverty and slavery are thus only two forms ofthe same thing, the essence of which is that a man's energies are expended for the most part not on his own behalf but on that of others.