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Creativity is the most practical thing a businessman can employ.

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
Practical
Creativity
Thing
Employ
Businessman
Practicals

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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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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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Our job is to bring the dead facts to life.
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Imitation can be commercial suicide.
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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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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Properly practiced creativity can make one ad do the work of ten.
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Nobody counts the number of ads you run they just remember the impression you make.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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 is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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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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Today's smartest advertising style is tomorrow's corn.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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