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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Wells
Well
Blossom
Need
Cultivate
Right
Seed
Needs
Soil
Good
Seeds
Thinking
Flower
True

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Persuasion is not a science but an art
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Our job is to bring the dead facts to life.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Don't confuse good taste with the absence of taste.
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Because an appeal makes logical sense is no guarantee that it will work.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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It's not just what you say that stirs people. It's the way that you say it.
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Creativity is the most practical thing a businessman can employ.
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The difference between the forgettable and the enduring is artistry.
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Advertising doesn't create a product advantage. It can only convey it.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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A principle isn't a principle until it costs you something.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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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.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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