Nobody counts the number of ads you run; they just remember the impression you make.

Don't confuse good taste with the absence of taste.

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Adapt your techniques to an idea, not an idea to your techniques.

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

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.

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