When you reachfor the stars you may not quite get one, but you wont come up with a handful of mud either.
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
Loss of humility can wreck our judgment. Smug complacency can put a roadblock in front of our progress.
There is no such thing as a permanent advertising success.
Personal satisfaction, I believe, must come in a day-to-day feeling that one has earned his or her pay.
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways,bent noses,irritation and downright cursedness.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
One thing this company has never been is stuffy. And this is a valuable thing not to have benn and is very much a part of what makes us tick.
簡單點吧！讓我們挑最明顯的特點 – 最共通的事物 – 把它做得非比尋常地好。
Keep it simple. Let’s do the obvious thing-the commmon thing-but let’s do it uncommonly well.
The most fearful possibility that lies ahead is that we might contract “fatheadism” – fat between the ears can destroy us.
We Want consumers to say, “That’s a hell of product” instead of “That’s a hell of an ad.”
Plan the sale when you plan the ad.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.
If you can’t make a good ad in Chicago, you can’t make one anywhere.
The competent creative man does not approach his job solely in terms of making an advertisement, or a series of advertisements. He must approach it with a clear understand of what other factors are involved in the sale of the product.
In a world where nobody seems to know what’s going to happen next, the only thing to do to keep from going completely nuts from frustration is plain old-fashioned work.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Our real purpose in life is that of improving the sales effectiveness and reputation of our clients though ideas.
There is paradise of improvement awaiting us if we search hard enough for it.
I have learned that it pays to fight for concepts and causes that may appear unpopular at the moment, rather than following the course of quick and easy agreement.
It is apparent that the company can’t be any better or bigger than the growth of the people in it.
In this agency business we are people talking to people, and that’s what we should kepp running thought our fingers.
Let’s gear our advertsing to sell our goods, but let’s recognize also that advertising has a broad social responsibility.
If you’re not fertile and imaginative and full of wonder and curiosity, Iurge you to stay away from advertising.
“Too-bigness” has set in when the hot pursuit of profits cuts cotner on old-fashioned ethics.
A really good creative person is more interested in earnestness than in glibness and takes more satisfaction out of converting people than in “wowing” them.
Ideas along enable a man to survive and flourish.
當一個人從骨子裡深深了解什麼是對的，並時時身體力行，他便能免於落入妥協的陷阱 – 沒有人能收買或腐化他
When a man knows deep in his bones what is right, and keeps acting on it, he avoids the trap of compromise – he remains incorruptible.
A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.
Half the pleasure of getting big, I think, is to thumb your nose at the indignity of getting dignified,
Let’s continue to be known as an agency which spends more time trying to improve its theories rather than to defend them.
Collective solutions to problems start with individual human beings and individual efforts.
Growing pains sometimes may seen unbearable, but believe me they are nothing compared with the pain of shrinking or the pain of standing still.
Advertising says to people,”Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.”
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its “product” cannot turned out on an assembly line.
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
The only creative conference worth a damn is one in which everybody in the room starts from the same base of fact, a consuming appetite for ideas no matter how wild they may first appear. and a humble respect for them.
I have learned that you can’t have good advertising tithout a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
If you have the facts on your side and honest conviction in your heart, your rarely lose by fighting for your idea all the way.
Are you blowing opportunity after opportunity because you can’t recognize a crossroad when you come to it?
Our business is ideas. They grow and flourish best in an atmosphere of congenial collaboration.
與公司門面及財務狀況相較，我們應該更關心公司的核心 – 那就是我們的價值觀、熱情與操守。
It seems to us there should be less concern about the dimensions of a business. And considerably more concern about its heartbeat – the values, zest and spirit behind its physical and financial facade.
In looking for creative people, Iam always most interested in those who have an almost native curiosity about life.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Before you can have a share of market, you must have a share of mind.
The public does not know what it wants, and there is no sure way of finding out until the idea is exposed under normal conditions of sale. If people could tell you in advance what they want, there would never have been a wheel, a lever, much less an autobobile, an airplane or a TV set.
A good ad which is not run never produces sales.
Too many ads that try not to go over the reader’s head end up beneath his notice.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
In all of our planning I like to feel that we adventurously live on the fringe of the Great Creative Unknown, but if we are properly armed with facts we are always better prepared to enter it.
In my opinion, there has been only one indispensable man in the history of the world. His name was Adam.
我喜歡我們的公司看起來像一家光著腳丫的代理商，心中一直努力「穿別人的鞋子」，設身處地為他人著想 – 是一個辛勤工作的農場，而不是休閒觀光的農舍。
I like to look on our own shops as kind of a barefoot agency which is mentally always trying to put itself into other people’s shoes – a working ranch rather than a dude ranch.
We built our business not so much by getting accounts as building them.
As I have observed it, great advertising writing, either in print or TV, is always deceptively and disarmingly simple. It has the common touch without being or sounding patronizing.
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service, you soon learn that there is very little money to count.
The greatest saving of all is better utilization of our time. This directly affects practically every phase of the business in terms of expense and profits.
I have always taken the attitude that no account is a “problem account” but that all accounts have important problems attached to them – that you can waste more time and burn up more bervous energy by fighting a problem than by taking a positive attitude and solving it.