“ If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all. Leo Burnett
“ Curiosity about life in all of its aspects, I think, is still the secret of great creative people. Leo Burnett
“ Good advertising does not just circulate information. It penetrates the public mind with desires and belief. Leo Burnett
“ If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks. Leo Burnett
“ Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business. Leo Burnett
“ The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line. Leo Burnett
“ I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think. Leo Burnett
“ A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'. Leo Burnett
“ When you reach for the stars you may not quite get one but you won't come up with a handful of mud either. Leo Burnett
“ I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death. Leo Burnett
