Set Exorbitant Standards, And Give Your People

You Will Never Win Fame And Fortune Unless You Invent Big Ideas.

Supposing You've Got An Acute Appendicitis. You've Got To Be Operated On Tonight. Would You Like To Have A Surgeon Who's Read Some Books Of Anatomy And Knows How To Do That Operation - Or Would You Prefer To Have A Surgeon Who Refused To Read All Books About Anatomy And Relied On His Own Instinct?

The Majority Of Business Men Are Not Capable Of An Original Thought, Simply Because They Cannot Escape The Tyranny Of Reason.

Positioning Should Be Decided Before The Advertising Is Created

Never Stop Testing, And Your Advertising Will Never Stop Improving.