Never Use Jargon Words Like 'reconceptualize', 'demassification',

People Don't Buy A New Detergent Because The Manufacturer Told A Joke On Television Last Night.

No Sale, No Commission. No Commission, No Eat. That Made An Impression On Me.

The Success Of A Meeting Often Depends On Having The Right Documents - Proofs, Artwork, Schedules, Research Charts, Etc. - Present At The Start Of The Meeting. All Too Often We Arrive Like Plumbers, Leaving Our Tools Behind.

It Has Taken More Than A Hundred Scientists Two Years To Find Out How To Make The Product In Question; I Have Been Given Thirty Days To Create Its Personality And Plan Its Launching. If I Do My Job Well, I Shall Contribute As Much As The Hundred Scientists To The Success Of This Product.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.