The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed… - David Ogilvy

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The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

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About David Ogilvy

David Mackenzie Ogilvy (June 23, 1911 – July 21, 1999) executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry". He founded Ogilvy & Mather.

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Alternative Names: David MacKenzie Ogilvy
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He tells us that commercials which start by setting up a problem, then wheel up your product to solve the problem, then prove the solution by demonstration, sell four times as many people as commercials which merely preach about the product.
Confessions of an Advertising Man · August 1, 2004 Verified in 1 source Sign up to see the complete provenance
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I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.
Ogilvy on Advertising · September 11, 2013 Verified in 1 source Sign up to see the complete provenance
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