"No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway"
- William Bernbach
About this Quote
This quote by William Bernbach is a pointer that no matter how gifted or knowledgeable you are, you can not create an item benefit that does not exist. It is difficult to invent something out of thin air and anticipate it to be effective. If you do attempt to develop something that is not based upon a real benefit, it will likely be viewed as a trick and will not be successful in the long run. This quote is a tip that it is important to focus on developing products that have real benefits and advantages that customers can appreciate. It is likewise a suggestion that gimmicks and techniques are not a sustainable way to develop a successful item.
"In order to govern, the question is not to follow out a more or less valid theory but to build with whatever materials are at hand. The inevitable must be accepted and turned to advantage"