Queen Victoria complained that Gladstone talked to her as if he were addressing a public meeting. She preferred Disraeli, who talked to her like a hu… - David Ogilvy

A lot of successful advertising was created before POSITIONING campaigns are based on optimum positioning but are totally ineffective – because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your good to have the right positioning.

Given sufficient training, any intelligent person can learn to conduct surveys, but getting people to use the results requires salesmanship of a high order.

Do not make the common mistake of regarding your clients as dopes. Make friends with them. Buy shares in their companies. But try not to become entangled in their politics. Emulate Talleyrand, who served France through seven regimes.