Positioning should be decided before the advertising is created

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.

Art gives those unexpressed parts of ourselves permission to be felt and spoken.

Keep moving in the direction of your dreams. No matter how slows it may seems, stay focus, you will get to the finish line.

When something hurts them, they weep.By night, they rest, they sleep

Life in itself / Is nothing, / An empty cup, a flight of uncarpeted stairs. / It is not enough that yearly, down this hill, / April / Comes like an idiot, babbling and strewing flowers.

He who destroys a good book kills reason itself.

There is little character or loveliness in the face of someone who has shunned risk, avoided suffering and rejected life

The phrase "singular incredible life" seems to me that it applies more appropriately to Jane Goodall or David Attenborough, people I regard with awe and who stand for great humanism and knowledge.

No emotion, merely as an emotion, is a sin, because we cannot directly control the arising of an emotion in our soul.

Leadership is not a title. It's a behavior. LIVE it

Fools talk of imitation and copying, all is imitation