Unless Your Campaign Has A Big Idea,

You Make The Best Products You Can, And You Grow As Fast As You Deserve To.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

There Are Very Few Men Of Genius In Advertising Agencies. But We Need All We Can Find. Almost Without Exception They Are Disagreeable. Don't Destroy Them. They Lay Golden Eggs.

Leaders Grasp Nettles.

The Creative Process Requires More Than Reason. Most Original Thinking Isn't Even Verbal. It Requires 'a Groping Experimentation With Ideas, Governed By Intuitive Hunches And Inspired By The Unconscious.' The Majority Of Business Men Are Incapable Of Original Thinking Because They Are Unable To Escape From The Tyranny Of Reason. Their Imaginations Are Blocked.