The Consumer Isn't A Moron; She Is

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

A Well-run Restaurant Is Like A Winning Baseball Team. It Makes The Most Of Every Crew Member's Talent And Takes Advantage Of Every Split-second Opportunity To Speed Up Service.

The More Informative Your Advertising, The More Persuasive It Will Be.

The Business Community Wants Remarkable Advertising, But Turns A Cold Shoulder To The Kind Of People Who Can Produce It. That Is Why Most Advertisements Are So Infernally Dull.... Our Business Needs Massive Transfusions Of Talent. And Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.