“The Consumer Is Not a Moron, She Is Your Wife”

Ladies, chill for a sec. Nobody is calling you a moron. The quote above illustrates that wives – who often shop for the whole family – are whip smart consumers. Yes, you can lower your pitchforks now.

This was one of the business advise of a certain David Ogilvy. We’ve all heard of David Ogilvy. We know his famous works. We even aspired to work for his company. But David was not only an advertising legend; he was a revered businessman too.

Ogilvy On Advertising
One of the ugliest book covers ever; but beautifully written.

Here are his advice on building and running a business, as told to a Fortune Magazine reporter some time back:

  1. Remember that Abraham Lincoln spoke of life, liberty and the pursuit of happiness. He left out the pursuit of profit
  2. Remember the old Scottish motto: “Be happy while you’re living, for you are a long time dead.”
  3. If you have to reduce your company’s payroll, don’t fire your people until you have cut your compensation and the compensation of your big-shot
  4. Define your corporate culture and your principles of management in writing. Don’t delegate this to a committee. Search all the parks in all your cities. You’ll find no statues of committees
  5. Stop cutting the quality of your products in search of bigger margins. The consumer always notices — and punishes you
  6. Never spend money on advertising which does not sell
  7. Bear in mind that the consumer is not a moron. She is your wife. Do not insult her intelligence

I don’t want to spoil the eloquent beauty of these points by adding any of my 10 sen opinions. But I will say this – if there’s one thing you take away from this list, it better be No.6. Kapish?

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