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" 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. "

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" 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

" Nobody should force you to do a bad piece of work in your whole life - no client, no creative director, nobody. The job isn't to please the client; the job is to produce something for the client that makes them incredibly successful. "

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

" The producers of 'Mad Men,' you know, think I hate their show, which is true. "

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

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

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

" 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. "

" Truly great images make all the other millions of images you look at unimportant. You gotta look at an image and understand it in a nanosecond. "

" These days, no celebrity on a magazine cover, including Brad Pitt, Oprah Winfrey, Julia Roberts, or Leonardo DiCaprio, could possibly match the visual punch of Alfred E. Neuman, the gap-toothed, grinning boy, goofily peeking out at us on the newsstand. "

George Lois

Boy

Celebrity

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

" With the way I worked, a client can give me everything they know about something, and then I go away and come back with advertising that knocks them out of their chair. They finally understand what kind of a company they are. "

George Lois

Advertising

Back

" 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. "

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

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

" 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. "

" 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. "

" 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. "

" 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. "

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

" If you work with convictions, people have got to listen to you. "

" 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. "

" 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. "

" What Apple did for technology is brilliant, but they didn't do nothin' for our economy. "

" 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

Great

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

" 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. "

" 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. "

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

" 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. "