Tell the truth, but make the truth fascinating.

A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.

I was doing a campaign once for a manufacturer, and I couldn't think of an ideas, and I was kind of desperate about it. The night before I had to show something to my client I had a dream, an interesting dream. I woke up and for once in my life I wrote it down and went back to sleep Next morning I went to the office and had that dream out into a TV commercial which is still running thirty years after and which has made that particular product the leader in its field.

Don't hire a dog, then bark yourself

There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.