What You Say In Advertising Is More

If You Tell Lies About A Product, You Will Be Found Out - Either By The Government, Which Will Prosecute You, Or By The Consumer, Who Will Punish You By Not Buying Your Product A Second Time.

Most Agencies Run Scared, Most Of The Time. . . .frightened People Are Powerless To Produce Good Advertising. . . . If I Were Aclient, I Would Do Everything In My Power To Emancipate My Agencies From Fear, Even To The Extent Of Giving Them Long-term Contracts.

The Pursuit Of Excellence Is Less Profitable Than The Pursuit Of Bigness, But It Can Be More Satisfying.

Hire People Who Are Better Than You Are, Then Leave Them To Get On With It. Look For People Who Will Aim For The Remarkable, Who Will Not Settle For The Routine.

Readers Travel So Fast They Don't Stop To Decipher The Meaning Of Obscure Headlines.