What Say You?
“I know half the money I spend on advertising is wasted, but I can never find out which half.”
- John Wanamaker
"Each week I go to a gun fight [the senior executive
leadership meeting]. I'm tired of carrying only a knife."
- CMO, Fortune 500 Company
“If you can't measure it, you can't improve it.”
- Peter Drucker
“Just once I’d like someone to tell me the ROI on worrying about the ROI.”
- Unknown (overheard)
“Good marketers measure”
- Seth Godin
“We tend to overvalue the things we can measure and undervalue the things we cannot.”
- John Hayes
“Not everything that can be counted counts, and not everything that counts can be counted.”
- Albert Einstein
“Never stop testing and your advertising will never stop improving.”
- David Ogilvy
“Buffett found it 'extraordinary' that academics studied such things. They studied what was measurable, rather than what was meaningful. As a friend [Charlie Munger] said, ‘to a man with a hammer, everything looks like a nail.’”
- Roger Lowenstein
“There’s nothing wrong with market research as long as you remember that marketing is a game of the future. Most market research is a report on the past.”
- Al Ries & Jack Trout
“It is hard to make predictions especially about the future.”
- Yogi Berra
“If we don’t succeed, we run the risk of failure.”
- Dan Quayle
“The reader is left to draw her or his own conclusions from this collection of quotes.”
- The author
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