My Motto Has Always Been:

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.

Consumers Do Not Buy Products. They Buy Product Benefits.

You Will Never Win Fame And Fortune Unless You Invent Big Ideas.

Once Upon A Time I Was Riding On The Top Of A First Avenue Bus, When I Heard A Mythical Housewife Say To Another, "molly, My Dear, I Would Have Bought That New Brand Of Toilet Soap If Only They Hadn't Set The Body Copy In Ten Point Garamond." Don't You Believe It. What Really Decides Consumers To Buy Or Not To Buy Is The Content Of Your Advertising, Not Its Form.

Madison Avenue Is Full Of Masochists Who Unconsciously Provoke Rejection By Their Clients. I Know Brilliant Men Who Have Lost Every Account They Have Ever Handled.