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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.

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
Future
Understand
Business
Going
Always
Belongs
Brave
Tomorrow

More quotes by William Bernbach

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Creativity is the most practical thing a businessman can employ.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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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Persuasion is not a science but an art
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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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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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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.
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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.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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I warn you against believing that advertising is a science.
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In advertising, not to be different is virtually suicidal.
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Research can trap you into the past.
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Imitation can be commercial suicide.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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A principle isn't a principle until it costs you something.
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