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" A graphic designer, you know, who understands ideas and understands that ideas are what makes the world go round, could change the world with a magazine. If one talent could do it right now, and everybody would stop saying it's the death of magazines. "

George Lois

Talent

Change The World

Change

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" I don't design. I get what I think is a big idea, and I put the idea down. I'm not a designer. I'm a communicator. "

" Everybody is so busy talking about 'Twittering' and talking about the new technologies and talking about this and that, but they don't talk about creativity. "

" When I teach classes at the School of Visual Arts,, I'll ask the students, 'How many of you have been to a museum this year?' Nobody raises their hand and I go into a tirade. If you want to do something sharp and innovative, you have to know what went on before. "

" When you create advertising, always start with the words. "

" I'm sounding like an old fart talking about how bad advertising is today, but it's true. Advertising sucks. Guys like me and Bob Gage and certainly Bill Bernbach and two or three other guys, we exemplified and led the creative revolution. "

" From the time I was three or four years old, I drew all the time. Drew all the time, every second. "

" If somebody says to you, 'MTV,' you think of Mick Jagger on a phone screaming at that phone: 'I want my MTV.' That, to me, was always the epitome of great advertising. "

George Lois

Advertising

Think

" You don't create a magazine for your readers. You don't take a poll, you know, like the politicians do, and find out what they're thinking and what they want... You're supposed to be telling people what the hell you think is exciting and dynamic and thought-provoking, and do it - and do it your way. "

" The whole area of creativity is constipated and frightened. "

" I talk to all the creative directors today, and they take me aside, and they say, 'You know, it must have been great back in those days when you could do anything you wanted.' I say, 'Huh? Excuse me?' I mean, we fought. In the '60s and '70s, you fought wars with clients, and you have to continue fighting wars to do great work. "

" Ad agencies do all kinds of market research that ask people what they think they want, and instead, you should be creating things that you want. If you do something and you get it, the rest of the world will get it, too. Trust your own instincts, your own intellect, and your own sense of humor. "

" I've done truth to power all my life. It's got me into trouble, but who cares? "

" In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind. "

" When I lecture kids, I say, 'You've got to be ambitious by the advertising' - ambitious. You've got to say, 'See, this product? Maybe I can change the world with this product.' They look at me like I'm nuts, but that's what you can do. "

" There's no such thing as a cautious creative. "

" When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals. "

" If you're working, and you're not trying to be great, give up. "

" Doyle Dane Bernbach was a great, great agency when I got there. There was an arrogance that everyone had, but it was a closed club. I was a guy who worked a little differently. Edgier. More punch-in-the-mouth. "

" I look in the mirror, and I work with the brightest person I know. "

" Great advertising, in and of itself, becomes a benefit of the product. "

" If you think people are dumb, you'll spend a lifetime doing dumb work. "

" Look at the news stand, you know? I mean, it's a cacophony of famous people or people who want to be famous with blurbs all around it, and it's supposed to be, you know, that's supposed to be creativity in journalism. My God, it's unbelievable. It's shocking. "

" People say I'm the original Don Draper. I'm not Don Draper. "

" It's almost as if creativity is dead. The visual power of advertising was everywhere - now it's basically gone. "

" Trends can tyrannize; trends are traps. In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction. "

" To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.' "

" What I taught myself was that in any problem you get, you've got to come up with an innovative, brilliant, kind of unusual, stunning solution. "

George Lois

Problem

Solution

" The creative act, the defeat of habit by originality, overcomes everything. And I really believe that. And what I try to teach young people, or anybody in any creative field, is that every idea should seemingly be outrageous. "

" I had a fistfight with every kid on my block. I got about fifteen broken noses to prove it. Part of it was also because I was always drawing, and I always had an artist portfolio with me. But I was a tough kid. I won their respect. "

George Lois

Respect

Kid

" My concern has always been with creating images that catch people's eyes, penetrate their minds, warm their hearts and cause them to act. "