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" Great advertising, in and of itself, becomes a benefit of the product. "
George Lois
Product
Benefit
Advertising
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" If you work with convictions, people have got to listen to you. "
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Got
" Sometimes all the 'marketing' insight in the world can't move a client, but the creation of a truly great brand name can become a billion-dollar idea! "
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Creation
Name
Great
" You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after. "
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Test
You
" I look in the mirror, and I work with the brightest person I know. "
George Lois
Person
Work
Mirror
" The producers of 'Mad Men,' you know, think I hate their show, which is true. "
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Men
Hate
Know
" 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. "
George Lois
Direction
Creative
Moving
" The computer has played a role in destroying creativity with the Photoshop. Everybody thinks they're a designer. "
George Lois
Role
Photoshop
Everybody
" My concern has always been with creating images that catch people's eyes, penetrate their minds, warm their hearts and cause them to act. "
George Lois
People
Always
Creating
" From the time I was three or four years old, I drew all the time. Drew all the time, every second. "
George Lois
Years
Four
Old
" All the people who run agencies, all the important people in agencies have taken communication courses, marketing courses, advertising courses, and courses basically teach advertising as a science, and advertising is so far from a science it isn't even funny. Advertising is an art. "
George Lois
Run
Communication
Art
" The whole area of creativity is constipated and frightened. "
George Lois
Area
Frightened
Whole
" If you're working, and you're not trying to be great, give up. "
George Lois
Working
Give
Great
" Nothing great can come of more than three people in a room. If you had 10 incredibly bright people, nothing would come out of it. "
George Lois
People
More
Great
" In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind. "
George Lois
Courage
People
Wind
" 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
" There's no such thing as a cautious creative. "
George Lois
Cautious
Creative
Thing
" 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. "
George Lois
You
Change The World
Change
" I may have destroyed world culture, but MTV wouldn't exist today if it wasn't for me. "
George Lois
Me
Culture
May
" A truly great magazine cover surprises, even shocks, and connects in a nano-second. "
George Lois
Surprises
Even
Great
" Museums are custodians of epiphanies, and these epiphanies enter the central nervous system and deep recesses of the mind. "
George Lois
Nervous
System
Deep
" 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
Me
" 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. "
George Lois
Defeat
People
Habit
" 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. "
George Lois
Know
Nobody
Museum
" 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. "
George Lois
Trust
Think
Rest
" When I did 'Esquire,' I did a lot of celebrity covers, but the celebrity cover was Hubert Humphrey as a dummy, sitting on Lyndon Johnson's lap and aping his feelings about the war. I did celebrity covers that made a difference in what was going on in American culture. "
George Lois
War
Going
Culture
" 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
Me
" People say I'm the original Don Draper. I'm not Don Draper. "
George Lois
Say
People Say
Original
" It's almost as if creativity is dead. The visual power of advertising was everywhere - now it's basically gone. "
George Lois
Creativity
Power
Advertising
" Whatever the creative industry, when you're confronted with the challenge of coming up with a Big Idea, always work with the most talented, innovative mind available. Hopefully... that's you. "
George Lois
Challenge
You
Work
" The 1960s was a heroic age in the history of the art of communication - the audacious movers and shakers of those times bear no resemblance to the cast of characters in 'Mad Men.' "
George Lois
Men
Communication
Art