Gawker rips "experts"

We've got to agree with Gawker.com here. They rip all these so called "experts" in a variety of fields (especially marketing) and tell you how to become an expert in any field:

"Take a group of things in that field that have already proven themselves to be successful. Then find common characteristics among the items in that group. Put forward those characteristics as your own personal advice about how to be successful in said field. Then, when your audience discovers that simply staring at a bunch of characteristics of things successful in the past does nothing to help them make the hard decisions about the future, you can just shrug and say, "Hey, these things are complex!""

Specifically, they lay into Al Reis of Ad Age for giving four tips on how to write great slogans.

It's not the worst example of an "expert" serving up a steaming pile, but we kind of see where they are coming from. But, Reis isn't alone, millions of people do this stuff.