Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

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.

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.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

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

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.

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.