If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work.

Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

Positioning should be decided before the advertising is created

What really decides consumers to buy or not to buy is the content of your advertising, not its form.