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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
Thing
Employ
Businessman
Practicals
Practical
Creativity

More quotes by William Bernbach

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In advertising, not to be different is virtually suicidal.
William Bernbach
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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.
William Bernbach
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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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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.
William Bernbach
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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The heart of creativity is discipline.
William Bernbach
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Properly practiced creativity can make one ad do the work of ten.
William Bernbach
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Persuasion is not a science but an art
William Bernbach
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
William Bernbach
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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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The most powerful element in advertising is the truth.
William Bernbach