Category: Quotes

To win people over, speak to their wants and needs

Nancy Duarte, communications expert

Quotes

Nonconformists rule

The people we tend to describe as ‘creative’ tend to be part of a minority of challenging thinkers. The fact that they diverge from the norm is exactly what makes their minds valuable. Being different is what helps them come up with ideas that just aren’t accessible to those who live within the norm.

Dave Birss, creativity expert

Every piece of communication is about one thing. There are no newspaper articles with the headline ‘A list of various things a government might do and the possible outcomes’.

Tim Philips, author – ‘Talk Normal’

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

Quotes

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

Quotes

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“The role of a sales person as a provider of information – as a walking, talking brochure – is obsolete.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