If they were leaders between the ages of 18 and 22, the odds are that they will emerge as leaders in middle life. - David Ogilvy

I admire people with gentle manners who treat other people as human beings. I abhor quarrelsome people. I abhor people who wage paper warfare.

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

Suppose you’ve got an acute appendicitis. You’ve got to be operated on tonight. Would you like to have a surgeon who's read some books of anatomy and knows how to do that operation – or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct? Why should a manufacturer bet his money – perhaps the future of his company – on your instinct?