To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
Now understand me well. It is provided in the essence of things that from any fruition of success, no matter what, shall come forth something to make a greater struggle necessary.
The essence of humor is that it should be unexpected, that it should embody an element of surprise, that it should startle us out of that reasonable gravity which, after all, must be our habitual frame of mind.
Art is limitation; the essence of every picture is the frame. If you draw a giraffe, you must draw him with a long neck. If in your bold creative way you hold yourself free to draw a giraffe with a short neck, you will really find that you are not free to draw a giraffe.
Now, to be properly enjoyed, a walking tour should be gone upon alone.... Freedom is of the essence, because you should be able to stop and go on and follow this way or that as the freak takes you.... There should be no cackle of voices at your elbow to jar on the meditative silence of the morning.
You may depend upon it, religion is, in its essence, the most gentlemanly thing in the world. It will alone gentilize, if unmixed with cant; and I know nothing else that will, alone. Certainly not the army, which is thought to be the grand embellisher of manners.
The essence and foundation of House of Commons debating is formal conversation. The set speech, the harangue addressed to constituents, or to the wider public out of doors, has never succeeded much in our small wisely-built chamber. To do any good you have got to get down to grips with the subject and in human touch with the audience.
Truths cannot be acquired from words out of other people's mouths. Before Truths can be internalized, they must come from one's own realizations and practices. Through a lifetime of personal practice, human beings are capable of revealing all of the secrets of the cosmic essence. You are your own best judge.
To be whole, nonfragmented in action, in life, in every kind of relationship, that is the very essence of sanity. Sanity means to be whole, healthy and holy.
Anything which is a living and not a dying body... will have to be an incarnate will to power, it will strive to grow, spread, seize, become predominant - not from any morality or immorality but because it is living and because life simply is will to power... 'Exploitation'... belongs to the essence of what lives, as a basic organic function; it is a consequence of the will to power, which is after all the will to life.