In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. People love to read stories. They like to know you as a real person who has your struggle, pain, success and failure, etc. One well-known example is Jared Fogle's weight loss story which made millions of dollars for Subway. Start to collect your stories from today and use them in your ad campaigns.

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.