We tend to forget that words are, themselves, ideas. They might be called ideas in a state of suspended animation. When the words are mastered the ideas tend to come alive again.

An idea is nothing more nor less than a new combination of old elements.

This use of advertising - to add a subjective value to the product - becomes increasingly important as the trends in our technology lead to competing products becoming more and more the same.

Do not make the mistake of holding your idea close to your chest… Submit it to the criticism of the judicious.

Every really good creative person in advertising has always had two noticeable characteristics. First, there was no subject he could not easily get interested in...Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk.

The habit of mind which leads to a search for relationships between facts becomes of the highest importance in the production of ideas.