I always use my clients' products. This is not toadyism but elementary good manners. - David Ogilvy

It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: 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.