I Never Write Fewer Than Sixteen Headlines

I Can't Stand Callow Amateurs Who Aren't Sufficiently Interested In The Craft Of Advertising To Assume The Posture Of Students.

Where People Aren't Having Any Fun, They Seldom Produce Good Work.

Make Sure You Have A Vice President In Charge Of Your Revolution, To Engender Ferment Among Your More Conventional Colleagues.

If You Have A Truly Big Idea, The Wrong Technique Won't Kill It. And If You Don't Have A Big Idea, The Right Technique Won't Help You

I Had A Friend Who Was The King's Surgeon In England. One Day I Asked Him What Makes A Great Surgeon. He Replied, "what Distinguishes A Great Surgeon Is His Knowledge. He Knows More Than Other Surgeons. During An Operation He Finds Something Which He Wasn't Expecting, Recognizes It And Knows What To Do About It." It's The Same Thing With Advertising People. The Good Ones Know More. How Do You Get To Know More? By Reading Books About Advertising. By Picking The Brains Of People Who Know More Than You Do. From The Magic Lanterns. And From Experience.