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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
Always
Belongs
Brave
Tomorrow
Future
Understand
Business
Going

More quotes by William Bernbach

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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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I warn you against believing that advertising is a science.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Advertising is the art of persuasion.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Word of mouth is the best medium of all.
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Today's smartest advertising style is tomorrow's corn.
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In advertising, not to be different is virtually suicidal.
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The most powerful element in advertising is the truth.
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Creativity is the most practical thing a businessman can employ.
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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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The heart of creativity is discipline.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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