There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

In advertising, not to be different is virtually suicidal.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

Creativity is the most practical thing a businessman can employ.

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