How do I know when an advertising material is good? The measure of quality is when we are delighted with the work, when we know we have given it our best, when my nose for what sells, that faculty of discernment honed by half a century in this industry, smells potential, the power to ring the cash register. It’s a moment that I especially relish. After surveying the work arrayed in front of me, after the days of anxiety, I lean back, smile, and say, “I’m OK now, this is really good.” But when the materials don’t make the sparse hair on my arm stand on end, don’t make me smile or tear up, I know I will need help. Who do I call? The Outsider.