Write The Way You Talk. Naturally.

When Someone Is Made The Head Of An Office In The Ogilvy & Mather Chain, I Send Him A Matrioshka Doll From Gorky. If He Has The Curiosity To Open It, And Keep Opening It Until He Comes To The Inside Of The Smallest Doll, He Finds This Message: If Each Of Us Hires People Who Are Smaller Than We Are, We Shall Become A Company Of Dwarfs. But If Each Of Us Hires People Who Are Bigger Than We Are, We Shall Become A Company Of Giants.

Encourage Innovation. Change Is Our Lifeblood, Stagnation Our Death Knell.

Good Products Can Be Sold By Honest Advertising. If You Don't Think The Product Is Good, You Have No Business To Be Advertising It.

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.

Hire People Who Are Better Than You Are, Then Leave Them To Get On With It. Look For People Who Will Aim For The Remarkable, Who Will Not Settle For The Routine.