Creativity Needs Discipline And Freedom.

Nobody Should Be Allowed To Create General Advertising Until He Has Served His Apprenticeship In Direct-response

Always Hold Your Sales Meetings In Rooms Too Small For The Audience, Even If It Means Holding Them In The Wc. 'standing Room Only' Creates An Atmosphere Of Success, As In Theatres And Restaurants, While A Half-empty Auditorium Smells Of Failure.

Study The Methods Of Your Competitors And Do The Exact Opposite.

I Notice Increasing Reluctance On The Part Of Marketing Executives To Use Judgment; They Are Coming To Rely Too Much On Research, And They Use It As A Drunkard Uses A Lamp Post For Support, Rather Than For Illumination.

Agencies Which Frequently Work Nights And Weekends Are More Stimulating, More Successful - And More Profitable.