In his Hello! Fresán notes that this work is "a product" for "student-consumers". Expressing concern at "the excessive specialization in the education ... [of ] students within the field of communications", he puts forward 10 pseudo postulates : e.g. "how to work little and earn very well", "how to be generous with your colleagues and not be stingy with information", &, "how not to believe oneself to belive, nor believe in others being Leonardo Da Vinci". The "schizophrenia" of advertising is explored in a personal selection from his c.v. : e.g. "I have helped to sell ... a book edited in U.S.A., about New York, without ever having lived in New York"
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