Advertising titan David Ogilvy, who died a decade ago this year, sent these thoughts scrawled in a note to a business reporter in 1991:
- Our founding fathers referred to life, liberty and the pursuit of happiness. Profit didn’t enter into it.
- Remember the Scottish motto: “Be happy while you’re living, for you are a long time dead.”
- If you have to make layoffs, first cut the pay of your bigwigs, including yourself.
- Set the corporate culture yourself. Nobody erects statues to committees.
- Never cut quality. Your customers will disappear if you do.
- If advertising doesn’t work, don’t waste money on it.
- The consumer is your wife, not a moron. Don’t insult her intelligence.
— Adapted from “David Ogilvy’s best advice for business,” Patricia Sellers, CNNMoney.com.