"Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising"

This quote by Leo Burnett speaks to the significance of understanding individuals in order to be successful in advertising. Burnett recommends that those who underestimate individuals's intelligence and believe they can be quickly tricked or controlled will not be successful in advertising. He indicates that in order to succeed in marketing, one need to have a precise understanding of individuals and their inspirations. This indicates that marketers need to have the ability to determine what people desire and require, and then craft messages that will interest them. Burnett's quote highlights the importance of understanding individuals in order to achieve success in advertising. It recommends that those who are able to properly evaluate individuals's requirements and desires will be more successful in marketing than those who undervalue people's intelligence and think they can be easily fooled or manipulated.