William Bernbach Quotes

We are the recipients of scientific method. We can each be a creative and active part of it if we so desire.

Reason, observation, and experience; the holy trinity of science.

If you are a researcher, you are trying to figure out what the question is as well as what the answer is.

A good scientist can understand the current state of a field, pick interesting questions where a success will actually lead to useful new knowledge, and push that field further through their work.

Science is about applying what we know and asking what we don't know.

I had learned that science is a rewarding, active process of discovery, not the passive absorption of what others had discovered.

Science by itself is about numbers, and it's about measuring things. It's very important but it's very dry.

I love to watch how scientists' minds work.

In science, we must be interested in things, not in persons.

Experimentation is an active science.

That is the essence of science: ask an impertinent question, and you are on the way to a pertinent answer.

Hypotheses are what we lack the least.

Research is creating new knowledge.

We should revel in tons and tons and tons of ideas. Some of them will manifest and lead to a drug discovery, and some will not.

Science is to do research because of the target's fascinating and interesting characteristics.

Science is not a collection of facts; it is a process of discovery.

Why should there be the method of science? There is not just one way to build a house, or even to grow tomatoes. We should not expect something as motley as the growth of knowledge to be strapped to one methodology.

Science is simply a powerful way of understanding what's real and what isn't, what's true and what's not. It can help us determine what works, what doesn't, for whom, and under what circumstances.

I'm not a big believer in doing too much research - I think you can get lost in it. You can get constrained by it, which I think is a mistake. But if you've done your homework, the audience feels it.

Research programmes, besides their negative heuristic, are also characterized by their positive heuristic.

Great scientific contributions have been techniques.

I've got research, I have my own life experience I can apply, and I have my imagination.

If you're a physicist, for heaven's sake, and here is the experiment, and you have a theory, and the theory doesn't agree with the experiment, then you have to cut out the theory. You were wrong with the theory.

Science is a self-sufficient activity.

The process of scientific discovery is, in effect, a continual flight from wonder.