“…he knows more than other surgeons.”

11791724_10153522585364645_158478814_nFlowers dried up in “The Metamorphosis”

David Ogilvy is one of my role models. For those that aren’t familiar with his name, he is one of the most iconic and influential persons in the history of advertising—often hailed as “The Father of Advertising” actually. He started as a copywriter and then moved on to create one of the biggest advertising agencies today, “Ogilvy & Mather”. His writings and his thoughts are very influential to me. I’ve read his “Confessions of an Advertising Man” and am now reading “Ogilvy on Advertising”. I like his charisma, his confidence, and his perspectives.

Here is a bookish-businessish quote from “Ogilvy on Advertising” by David Ogilvy that I thought was very interesting:

I once asked Sir Hugh Rigby, Surgeon to King George V, ‘What makes a great surgeon?’
Sir Hugh replied, ‘There isn’t much to choose between surgeons in manual dexterity.
What distinguishes the great surgeon is that he knows more than other surgeons.’
It’s the same with advertising agents. The good ones know more.

I asked an indifferent copywriter what books he had read about advertising.
He told me that he had not read any; he preferred to rely on his own intuition.
‘Suppose,’ I asked, ‘your gall-bladder has to be removed this evening.
Will you choose a surgeon who has read some books on anatomy and knows where to find your gall-bladder,
or a surgeon who relies on his intuition?
Why should our clients be expected to bet millions of dollars on your intuition?” (p.21)

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