Big ideas are usually simple ideas.

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.

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

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

The consumer isn't a moron; she is your wife.