The pursuit of excellence is less profitable than the pursuit of bigne…

David Ogilvy
141 citations
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. ✨ David Ogilvy (1963). Confessions of an advertising man, Holiday House
Truth
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The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information … ▶
You cannot bore people into buying your product - you can only interest them in buying it. ✨ David Ogilvy (1997). An Autobiography, p.140, John Wiley & Sons
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising. ✨ David Ogilvy (1963). Confessions of a … ▶
It follows that unless your headline sells your product, you have wasted 90 percent of your money.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. ✨ David Ogilvy (1963). Confessions of an advertising man, Holiday House

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