You Can Say The Right Thing About

Logic And Over-analysis Can Immobilise And Sterilize An Idea. It's Like Love. The More You Analyse It, The More It Disappears.

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 World Has Progressed To The Point Where It's Most Powerful Force Is Public Opinion. And I Believe That In This World It Is Not The Great Book Or Epic Play, As Once Was The Case, That Will Shape That Opinion, But Those Who Understand Mass Media And The Techniques Of Mass Persuasion...we Must Not Just Believe In What We Sell. We Must Sell What We Believe In. And We Must Pour A Vast Energy Into Those Causes.

There Is No Such Thing As A Good Or Bad Ad In Isolation. What Is Good At One Moment Is Bad At Another. Research Can Trap You Into The Past.

Creativity Is The Most Practical Thing A Businessman Can Employ.