If You Tell Lies About A Product,

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

Set Exorbitant Standards, And Give Your People Hell When They Don't Live Up To Them. There Is Nothing So Demoralizing As A Boss Who Tolerates Second Rate Work.

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

Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.

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.