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"When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either."

— Leo Burnett

When You Reach For The Stars

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

— Leo Burnett
ambition aspiration excellence

About this quote

From Communications of an Advertising Man (1961). This is one of Burnett's most widely quoted aphorisms, used in advertising agencies and business schools to argue for ambitious goal-setting. The image of stars is apt given Burnett's agency logo — a hand reaching for a star — which he designed himself and which remains the symbol of the Leo Burnett Company today.

Source

Communications of an Advertising Man (1961)

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
— Leo Burnett
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
— Leo Burnett
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
— Leo Burnett
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