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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

David Ogilvy

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
DAVID OGILVY

Company Hire Inspirational People Perspective Small Thinking
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
DAVID OGILVY

Drink Executive Illumination Marketing Myself Notice Research
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
DAVID OGILVY

Advertisement Brand Complex Contribution Image
If it doesn’t sell, it isn’t creative.
DAVID OGILVY

Creative Sale
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
DAVID OGILVY

Goal Hire Leaving People Remark Settle Yourself
Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVY

Advertisement Honesty Politics Stop
It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.
DAVID OGILVY

Acceptance Attack Bad Eyes Invite Magazine Man Manner Strike
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY

Development People Thinking Young Yourself
Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
DAVID OGILVY

Believe Goodness Live Product Writing Yourself
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY

Advertisement Buy Consumer Decision Form
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
DAVID OGILVY

Important Marketing Place Product Vocabulary Word Yourself
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
DAVID OGILVY

Advertisement Editor Need Yourself
The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
DAVID OGILVY

Career Life Secret Time
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVY

Advertisement Campaign Exception Live Wife World

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

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Popular Authors

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