Encourage Innovation. Change Is Our Lifeblood, Stagnation

The Creative Process Requires More Than Reason. Most Original Thinking Isn't Even Verbal. It Requires 'a Groping Experimentation With Ideas, Governed By Intuitive Hunches And Inspired By The Unconscious.' The Majority Of Business Men Are Incapable Of Original Thinking Because They Are Unable To Escape From The Tyranny Of Reason. Their Imaginations Are Blocked.

On The Average, Five Times As Many People Read The Headlines As Read The Body Copy.

The Business Community Wants Remarkable Advertising, But Turns A Cold Shoulder To The Kind Of People Who Can Produce It. That Is Why Most Advertisements Are So Infernally Dull.... Our Business Needs Massive Transfusions Of Talent. And Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.

It Is The Inescapable Duty Of Management To Fire Incompetent People.

There Is No Need For Advertisements To Look Like Advertisements. If You Make Them Look Like Editorial Pages, You Will Attract About 50 Per Cent More Readers.