You Will Never Win Fame And Fortune

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.

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.

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

The Consumer Isn't A Moron; She Is Your Wife.