I ran across his post called Can I Get Some A1 With That In-house Copy? I started to read it, and had this doppleganger sort of experience. I thought for a moment that maybe he had stolen one of my posts — except that I had never written anything about A1 sauce. So I suppose I have found a kindred spirit.
I love the distinction he makes between sophisticated design and sophisticated messaging. Putting mediocre copy in a beautiful design is A1 Sauce on a cheap cut of meat.
Clearly, since he seems to think like me, the man is a genius.