The Real Giants Have Always

Imitation Can Be Commercial Suicide.

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.

Creativity Is The Most Practical Thing A Businessman Can Employ.

The Heart Of Creativity Is Discipline.

Those Who Are Going To Be In Business Tomorrow Are Those Who Understand That The Future, As Always, Belongs To The Brave.