Research Can Trap You Into The Past.

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

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

The Most Powerful Element In Advertising Is The Truth.

You Cannot Sell A Man Who Isn't Listening; Word Of Mouth Is The Best Medium Of All; And Dullness Won't Sell Your Product, But Neither Will Irrelevant Brilliance.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.