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.

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.

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

Our job is to bring the dead facts to life.

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.

In communications, familiarity breeds apathy.