[David] Ogilvy placed one of those Russian dolls in front of each director's chair. "That's you," he told the directors. "Open it." So they opened he doll, and found a smaller one inside. They opened that and found another and another. Inside the smallest doll was a note from Ogilvy, which said: "If you always hire people who are smaller than you, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants."