You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.
George LoisRead
In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
Interpretation
What this quote means
This quote emphasizes the rarity of true courage in professional fields, particularly in arts and graphics, where conformity often prevails.
George Lois highlights a significant issue in creative professions: many individuals lack the courage to express their unique ideas and instead conform to prevailing trends. This lack of bravery inhibits innovation and personal expression, as most professionals are swayed by popular opinion rather than standing firm in their convictions and creativity. Lois calls for greater courage among artists and creatives to differentiate themselves and contribute original work.
Themes
CourageCreativityArtsInnovationIndividuality
In practice
Example use cases
During a motivational speech at an art college to inspire students to embrace their unique vision.
More from George Lois
All quotes βTruly great images make all the other millions of images you look at unimportant. You gotta look at an image and understand it in a nanosecond.
George LoisRead
In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.
George LoisRead
I've done truth to power all my life. It's got me into trouble, but who cares?
George LoisRead
I don't design. I get what I think is a big idea, and I put the idea down. I'm not a designer. I'm a communicator.
George LoisRead
Great advertising, in and of itself, becomes a benefit of the product.
George LoisRead
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