how do you build business?

I had an interesting conversation with a former client.  We were talking about building businesses for his clients.  And one thing he told me stuck with me: "You don't have to change behaviors in order to build business.  Besides, advertising cannot change behaviors."

I went "What?"

But since he was not paying me for strategic advice but merely to create and design his much-loved slides and translate his English into something his clients would understand, I didn't argue. 

However, above is my free advice to him.

And if advertising is not supposed to change behaviors, then why are we here for?  Awards?  Kudos?  Pats on the back?

B******s.