The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
Interpretation
What this quote means
Striving for excellence may not yield the greatest material rewards, but it offers deeper personal fulfillment.
In this quote, David Ogilvy emphasizes the difference between chasing monetary success and achieving a sense of personal satisfaction. While pursuing bigness—often associated with wealth and large-scale achievements—might bring financial gains, the pursuit of excellence relates more to personal growth, mastery, and a fulfilling life. This suggests that true success lies not only in external accomplishments but in the inner satisfaction that comes from striving to be the best version of oneself.
Themes
ExcellenceBignessSatisfactionSuccessPersonal Growth
In practice
Example use cases
In a motivational speech about personal fulfillment in career choices.
More from David Ogilvy
All quotes →Our business is infested with idiots who try to impress by using pretentious jargon.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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