One time a cabbie said: ‘You know, you must have a gimmick.’ That’s a very important statement because everyone must have a gimmick — or you could call it an angle. You have to break the rhythm of whatever you’re doing so that you can surpass every one else. The attention will fall to your focus, your cause, your agenda, your career, your vision. Like this article, you’ve got to have a gimmick so people will read it. The gimmick is the hook.