Never stop testing, and your advertising will never stop improving.

The consumer isn't a moron; she is your wife.

A good advertisement is one which sells the product without drawing attention to itself.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

The more informative your advertising, the more persuasive it will be.

I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Our business is infested with idiots who try to impress by using pretentious jargon.

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

Tell the truth, but make the truth fascinating.

I am starting to talk fast now, and I have to remember to slow down because when I get excited, I start to sound like myself and my American accent goes away.

We should work with the principle that a work that can be done at a lower level should never be escalated to a higher level.

I'm leaving because I want to spend more time with my wife in Chicago.

It is better to watch things then to do them.

To destroy is always the first step in any creation.

The only reward for love is the experience of loving.

A lot of players think the game is all about individual performances when it's really all about a team game.

How very satisfactory those discussions must be, where each party retains their own opinion!

To be honest...here is a task for all that a man has of fortitude...

Gratitude and fear can't stand the sight of each other.