Jay Chiat Quotes

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

What is your Unique Selling Proposition? What makes you different than your competitors? Wrap your advertising message around that USP and communicate it in a clear and concise manner.

People buy products, and they want to understand what those things are and how they are applicable to their life.

Generally, our approach with products at Google is to first develop the right user base and then to figure out what's the right experience for the ads.

I love traditional advertising and have built my career on it. However, I think that is one option, not the only option. If some of it ends up in that space, fine, so long as it does so because it's relevant to the desired outcome.

More than trends, consumers need functionality. Everything needs an element of fashion, but that's more like a spice.

My men's-underwear print ads are very popular!

If you develop a product that gets what the customer is trying to get done, you don't have to advertise; people will just pull it into their lives.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

When you focus on the consumer, the consumer responds.

There is no such thing as a permanent advertising success.

If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.

The first law in advertising is to avoid the concrete promise... and cultivate the delightfully vague.

Our theory is, if you need the user to tell you what you're selling, then you don't know what you're selling, and it's probably not going to be a good experience.

When executing advertising, it's best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you disappear instantly.

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

I was the first advertising person who people could identify with.

Advertising obviously helps with awareness, but if you look at some of the most successful companies, they're actually not generally ad-driven when it comes to customer adoption.

As the owner, you have to look into the mind of the customer and see and feel how their relationship to your product works - not just that the product works.

Just once, I'd like a commercial.

We try hard to provide the best user experience possible, and that means the best ads possible, so we work with the brands to come up with the best images.

The art of entrepreneurship and the science of Customer Development is not just getting out of the building and listening to prospective customers. It's understanding who to listen to and why.