“If you have a truly big idea, the wrong technique won’t kill it. And if you don’t have a big idea, the right technique won’t help you.”
— David Ogilvy
You know you’re on to something when you can do everything wrong and people still want to buy what you’re selling. That is the standard for a big idea.
Perhaps no one knew the standards of modern advertising better than David Ogilvy (1911-1999).
“Ogilvy on Advertising” is one of those books that you might not recognize if you work outside of advertising. But for those that study the science of advertising, possibly no one else makes practical observations as succinctly.
“Ogilvy on Advertising”: https://amzn.to/34O8QIt
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