Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

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.

Today's smartest advertising style is tomorrow's corn.

You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

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

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.