Don't Bunt. Aim Out Of

Senior Men Have No Monopoly On Great Ideas. Nor Do Creative People. Some Of The Best Ideas Come From Account Executives, Researchers And Others. Encourage This, You Need All The Ideas You Can Get.

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.

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.

Never Stop Testing, And Your Advertising Will Never Stop Improving. Testing Was Used In Advertising Decades Ago. The Internet Has Made Testing So Easy That Every Online Marketer Can Use It To Improve Advertising Results. Google Content Experiment Is A Free Tool For You To Do Split Testing.

It Is The Inescapable Duty Of Management To Fire Incompetent People.