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