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. T… - David Ogilvy

When copywriters argue with me about some esoteric word they want to use, I say to them, ‘Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead.

Never allow two people to do a job which one could do. George Washington observed, ‘Whenever one person is found adequate to the discharge of a duty by close application thereto, it is worse executed by two persons, and scarcely done at all if three or more are employed therein.

Si te rodeas de personas más pequeñas que tú, acabarás siendo un enano. Si te rodeas de personas más grandes que tú, te convertirás en un gigante.