The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

Too many ads that try not to go over the reader's head end up beneath his notice.

I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.

I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.