In 1964 Ketchum, MacLeod & Grove, Inc. (KM&G), the advertising agency that introduced Noyes to Westinghouse, produced a brochure, ‘Dear Mother’ that was inspired by Eliot’s constant struggle to improve communication. It based its concept on advice that he had given to engineers and designers at IBM. ‘Let’s pretend that everything you write is being written not to me but to your mother. Don’t say anything she wouldn’t understand, even if they seem standard in this business. And, just to keep on track, start out everything you write or dictate with the words “Dear Mother.”—quoted from Gordon Bruce’s Monograph on Eliot Noyes