Dansu Dansu

Nors daugelis iš mūsų nedirba reklamos agentūrose, tačiau pono Deivido Ogilvio išmintis pritaikytina ir kitose marketingo sferose. Štai kelios citatos iš “Strategy + Business” žurnalo:

• “If you hire people who are smaller than you are, we shall become a company of dwarfs. If you hire people who are bigger than you are, we shall become a company of giants.” “Hire big people, people who are better than you,” Ogilvy demanded. “Pay them more than yourself if necessary.
• He believed there was an almost perfect correlation between the number of books a copywriter read and the quality of that writer’s work. When one writer said that he had not read any books on advertising, but preferred to rely on intuition, Ogilvy wondered, “If you were to have your gallbladder removed tonight, would you choose a surgeon who had never read a book on anatomy, but preferred to rely on intuition?
• He would go through a document and take out adjectives and adverbs, leaving only nouns and verbs, to make it clear — and readable. Short sentences, short paragraphs, no circumlocutions. Just as he expected the agency’s advertising to be clear and honest,  Ogilvy expected clarity and honesty in memos, status reports, and plans. 

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