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.
More Quotes by George Lois
When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals.
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.
If you think people are dumb, you'll spend a lifetime doing dumb work.
If you're working, and you're not trying to be great, give up.
There's no such thing as a cautious creative.
A truly great magazine cover surprises, even shocks, and connects in a nano-second.