Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Bill Bernbach, advertising legend

Science and technology revolutionize our lives, but memory, tradition and myth frame our response.

Arthur M Schlesinger, historian

A danger of too much focus on short-term ROI

I have never once seen short term ROI declared to the stock market, it is not a key metric. It is does not effect the share price, it does not have a direct impact on year-on-year profitable growth. It’s a great metric for making sure your media budget is efficient.

Gain Theory

Make it smart because your audience is. Make it beautiful because elegance inspires and endures. Make it fun because, well, why not?

Lee Clow, Chairman – TBWA\Worldwide

Most people don’t know your brand exists… what that tells you is you need to set fire to shit. You’ve got to break eggs if you want to get anywhere.

Professor Mark Ritson

All communication is about what’s heard, not what’s said.

Dave Trott, creative legend

A core argument for listening to customers

“The role of a sales person as a provider of information – as a walking, talking brochure – is obsolete. Your true competitive advantage is to be a collector of information. The only way to succeed is to know your buyer better. Not just what is posted on their company website or LinkedIn page, but their hopes, their vision, their fears. The things they reveal only to people they trust. And the only way to get that deep knowledge is by asking the right questions in the right way.”

Paul Cherry, sales effectiveness lecturer

Simplicity… is the mark of respect for the listener. The world is always short of time, so a précis is a form of good manners.

Maurice Saatchi, advertising entrepreneur

Dear Charlie: classic copywriting tip

“When you really don’t know what to put on that blank paper in the typewriter, you should just write ‘Dear Charlie’ at the top. Assume that Charlie is a neighbor of yours, a very nice, bright, intelligent guy, with a sense of humor. He’s got all the mental equipment you have, but none of the information that you have about the Volkswagen. So just put down what you want to tell him in this ad, and cross off ‘Dear Charlie,’ and you’ll probably be alright.”

Bob Levenson, former Vice Chairman – DDB

None of us is as smart as all of us.

Ken Blanchard, author – ‘The One Minute Manager’