I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

You make the best products you can, and you grow as fast as you deserve to.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

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?

If it is something important, get a colleague to improve it.

The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.

Don't count the people that you reach, reach the people who count