All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.

Persuasion is not a science but an art

Rules are what the artist breaks; the memorable never emerged from a formula.

Creativity is the most practical thing a businessman can employ.

The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

Research can trap you into the past.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.