Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man 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.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

Properly practiced creativity can make one ad do the work of ten.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

The heart of creativity is discipline.