Hire people who are better than you are, then leave them to get on with it.

David Ogilvy goes on to say..."Look for people who will aim for the remarkable, who will not settle for the routine."

And hopefully that experienced professional will know the value of research in creating something truly unique and remarkable.

Ogilvy and Mather created $1,480,000,000 worth of advertising. Here is the first, in a series of 38, things that I learned from them, straight from their rule book.

1. The most important decision. We have learned that the effect of your advertising on your sales depends more on this decision than on any other: how should you position your product? Should you position Schweppes as a soft drink – or as a mixer? Should you position Dove as a product for dry skin or as a product which gets hands really clean? The results of your campaign depend less on how we write your advertising than how your product is positioned. It follows that positioning should be decided before the advertising is created. Research can help. Look before you leap.