Encourage innovation. Change is our lifeblood, stagnation our death knell. - David Ogilvy

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.

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.

Never summon people to your office; it frightens them. Instead, go to see them in their offices, unannounced. A boss who never wanders about his agency becomes an invisible hermit. 3