Quote

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.

David Ogilvy

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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Inspirational
Recruitment
Become
Dwarfs
People
Smaller
Giants
Bigger
Shall
Company
Business
Hires

More quotes by David Ogilvy

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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
David Ogilvy
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Lazy and superficial men and women do not produce superior work.
David Ogilvy
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Every ad is an investment in the long-term image of a brand.
David Ogilvy
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
David Ogilvy
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A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy
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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
David Ogilvy
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
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Tell the truth, but make the truth fascinating.
David Ogilvy
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
David Ogilvy
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David Ogilvy
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
David Ogilvy
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
David Ogilvy
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...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
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I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
David Ogilvy
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
David Ogilvy
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
David Ogilvy
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
David Ogilvy
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
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My motto has always been: Only first class business and that in a first class way
David Ogilvy