My Motto Has Always Been:

You Can't Save Souls In An Empty Church.

Why Do Eight Out Of Ten New Consumer Products Fail? Sometimes Because They Are Too New. The First Cold Cereals Were Rejected By Consumers. More Often New Products Fail Because They Are Not New Enough.

Make Sure You Have A Vice President In Charge Of Your Revolution, To Engender Ferment Among Your More Conventional Colleagues.

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.

Big Ideas Come From The Unconscious. This Is True In Art, In Science, And In Advertising. But Your Unconscious Has To Be Well Informed, Or Your Idea Will Be Irrelevant. Stuff Your Conscious Mind With Information, Then Unhook Your Rational Thought Process. You Can Help This Process By Going For A Long Walk, Or Taking A Hot Bath, Or Drinking Half A Pint Of Claret. Suddenly, If The Telephone Line From Your Unconscious Is Open, A Big Idea Wells Up Within You.