There Is No Such Thing

In Advertising, Not To Be Different Is Virtually Suicidal.

The Creative Man With An Insight Into Human Nature, With The Artistry To Touch And Move People, Will Succeed. Without Them He Will Fail.

I Warn You Against Believing That Advertising Is A Science.

It Is Insight Into Human Nature That Is The Key To The Communicator's Skill. For Whereas The Writer Is Concerned With What He Puts Into His Writings, The Communicator Is Concerned With What The Reader Gets Out Of It. He Therefore Becomes A Student Of How People Read Or Listen.

The Real Giants Have Always Been Poets, Men Who Jumped From Facts Into The Realm Of Imagination And Ideas.