Quote

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

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
Perfection
Less
Bigness
Profitable
Satisfying
Excellence
Planning
Pursuit

More quotes by David Ogilvy

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A good advertisement is one which sells the product without drawing attention to itself.
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Big ideas are usually simple ideas.
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My motto has always been: Only first class business and that in a first class way
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
David Ogilvy
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Positioning should be decided before the advertising is created
David Ogilvy
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
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I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
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Consumers do not buy products. They buy product benefits.
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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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
David Ogilvy
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On the average, five times as many people read the headlines as read the body copy.
David Ogilvy