文档介绍：我们行业就是创意
我们真很快乐能将这本「百感交集—广告大师李奥贝纳100名言」介绍给华语世界广大读者们。
广告是一门艺术，是在热情和经验激发下创作而成。正如同伟大广告人李奥贝纳（Leo Burnett)先生，数十年来已在英语系国度中激励、启发了无数广告人。
李奥贝纳先生及其同时代几位广告人，比如大卫奥格威（David Ogilvy)先生全部曾是推进广告创作和创意表现动力。李奥贝纳是一个文案工作者，她相信简单才能清楚地展现专题，正如她名言：「要单纯，要使人记忆深刻，要让人乐于注意、看得有趣。」，同时
她相信伟大创意所含有力量，「一个真正创意，拥有它自己力量和生命。」
正因为这么信念，贝纳先生创作了无数经得起时间考验经典广告，包含万宝路牛仔、家乐氏东尼老虎和绿巨人玉米罐头。
这本书搜集了100句李奥贝纳先生经典名言，深切地表示了她对广告创作信念。她
言语就像是一部好广告作品，简单，具说服力，且富有些人情味。
假现在天贝纳先生仍活着，知道自己智慧语录将继续在华语世界中，贡献于她所钟爱且致力奉献广告创作，她肯定深感荣幸。
我们期望贝纳先生智慧语录一样也能激发您无限潜力。
李奥贝纳100名言
1、伸手摘星，即使徒劳无功，亦不致一手污泥。
“When you reach for the stars you may not quite get one,but you won't come up with a handful of mud either.”
2、不想犯错？只要不再去想好创意点子就行了。
“To swear off making mistakes is very you have to do is swear off having ideas.”
3、丧失谦逊，会危害我们判定力；自认为是，能够让我们前进时栽跟斗。
“Loss of humility can wreck our complacency can put a roadblock in front of our progress.”
4、广告没有永恒成功。
“There is no such thing as a permanent advertising success.”
5、我相信，自我满足就是天天感觉自己薪水一分一毫全部是自己流血流汗赚来。
“Personal satisfaction,I believe,must come in a day-to-day feeling that one has earned his or her pay.”
6、我从未见过，在任何真正伟大广告诞生过程中，没有一点迷惑、没有堆满字纸篓、没
有殚精竭虑，没有对自我恼怒和诅咒。
“Rarely have I seen any really great advertising created without a certain amount of confusion,throw-aways,bent noses,irritation and downright cursedness.”
7、有趣却毫无销售力广告，只是在原地踏步；不过有销售力却无趣广告，却令人憎恶。
“Fun without sell gets nowhere but sell without fun tends to become obnoxious.”
8、做生意唯一目标，就在服务人群；而广告唯一目标，就在对大家解释这项服务。
“The sole purpose of business is sole purpose of advertising is explaining the service which business renders.”
9、这家企业从不曾刻板而无趣。这是我们珍贵资产，也是天天兢兢业业原动力。
“One thing this company has never been is this is a valuable thing not to have been and is very much a part of what makes
us tick.”
10、简单点吧！让我们挑最显著特点-最共通事物-把它做得非比平常地好。
“Keep it 's do the obvious thing-the common thing-but le
t's do it uncommonly