No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

Creativity is the most practical thing a businessman can employ.

An idea can turn to dust or magic, depending on the talent that rubs against it.

We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

Advertising doesn't create a product advantage. It can only convey it.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

Word of mouth is the best medium of all.