A Consumer Is Not A Moron. She's

You Can't Save Souls In An Empty Church.

Where People Aren't Having Any Fun, They Seldom Produce Good Work.

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.

Most Agencies Run Scared, Most Of The Time. . . .frightened People Are Powerless To Produce Good Advertising. . . . If I Were Aclient, I Would Do Everything In My Power To Emancipate My Agencies From Fear, Even To The Extent Of Giving Them Long-term Contracts.

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.