David Ogilvy was famous for adding drama to his presentations. To make his point about the importance of hiring the best people, he presented his directors sets of Russian dolls — those nesting dolls that come apart to reveal successively smaller dolls inside. Around the smallest doll was a slip of paper with this message: If we hire people who are smaller than we are, we shall become a company of dwarfs. If we hire people who are bigger than we are, we shall become a company of giants. “Hire people who are better than you are,” Ogilvy commanded, “and pay them more if necessary. That’s how
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