Top 60 Roy H. Williams Quotes (2025 Update)

1. “The first step in exceeding your customer’s expectations is to know those expectations.”

— Roy H. Williams

Featured in: Service Quotes, Friday Quotes for Work, Satisfaction Quotes, Expectations Quotes, Small Business Quotes

2. “It is a lack of commitment, not a lack of talent, that damns you to mediocrity.”

— Roy H. Williams

3. “Passion doesn’t create commitment; commitment creates passion. To what are you committed?”

— Roy H. Williams

4. “The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able.”

— Roy H. Williams

5. “Turning the other cheek isn’t submissive. It’s defiant.”

— Roy H. Williams

6. “The person who achieves spectacular failure has at least attempted something bold. Failure is a temporary condition. Success is likewise temporary. Life, itself, is temporary – so quit hesitating. Do something!”

— Roy H. Williams

7. “The risk of insult is the price of clarity.”

— Roy H. Williams

8. “The first step in persuasion is to entice your target to imagine doing the thing you want them to do.”

— Roy H. Williams

9. “Having the right message is what matters. It’s not who you reach, it’s what you say.”

— Roy H. Williams

10. “Small thoughts fit easily into a closed mind, but big thoughts require an open one.”

— Roy H. Williams

11. “No trade will be made unless they want the thing more than they want their money.”

— Roy H. Williams

12. “People don’t trade money for things when they value their money more highly than they value the things.”

— Roy H. Williams

13. “In a thousand words I can have the Lord’s Prayer, the 23rd Psalm, the Hippocratic Oath, a sonnet by Shakespeare, the Preamble to the Constitution, Lincoln’s Gettysburg Address and almost all of the Boy Scout Oath. Now exactly what picture were you planning to trade for all that?”

— Roy H. Williams

14. “Any investment in sales training is an investment in your own gross profits.”

— Roy H. Williams

15. “Everyone is broken a little, I think, and the most broken of all are those who pretend they are not.”

— Roy H. Williams

16. “Take your inspiration from wherever you find it, no matter how ridiculous.”

— Roy H. Williams

17. “Opportunity never knocks. It hangs thick in the air all around you. You breathe it unthinking, and dissipate it with your sighs.”

— Roy H. Williams

18. “A visual image is a simple thing, a picture that enters the eyes.”

— Roy H. Williams

19. “A meaningless statement remains meaningless no matter how often it’s heard.”

— Roy H. Williams

20. “Lives, like money, are spent. What are you buying with yours?”

— Roy H. Williams

21. “Einstein was searching for String Theory. It not only reconciles General Relativity to Quantum Mechanics, but it reconciles Science and the Bible as well.”

— Roy H. Williams

22. “Rich Christiansen is one of the most insightful, practical and cost-conscious entrepreneurs in the world today. Listen to Rich. He won’t steer you wrong.”

— Roy H. Williams

23. “Use half as many words and they’ll hit twice as hard.”

— Roy H. Williams

24. “Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.”

— Roy H. Williams

25. “A good story often increases the salability of an item without increasing its actual value.”

— Roy H. Williams

26. “Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?”

— Roy H. Williams

27. “Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.”

— Roy H. Williams

28. “Our actions are all that separate our daydreams from our goals.”

— Roy H. Williams

29. “According to String Theory, what appears to be empty space is actually a tumultuous ocean of strings vibrating at the precise frequencies that create the 4 dimensions you and I call height, width, depth and time.”

— Roy H. Williams

30. “The value of an item – in the mind of a consumer – is simply the difference between the anticipated price and the price on the tag.”

— Roy H. Williams

31. “A visual image in the hand of an artist is merely a tool to trigger a mental image.”

— Roy H. Williams

32. “Excitement and reward exist only outside your comfort zone. You’ll experience neither of them until you make yourself do something you really don’t want to do. So what is it that scares the hell out of you?”

— Roy H. Williams

33. “You see a person when you look in the mirror that no one sees but you. Other people see a person when they look at you, but you’re not that person, either.”

— Roy H. Williams

34. “Preparation, mastery, can help you overcome your fear, but mastery alone is not enough. There has to be something you want that’s worth more to you than your fear.”

— Roy H. Williams

35. “In essence, String Theory describes space and time, matter and energy, gravity and light, indeed all of God’s creation as music.”

— Roy H. Williams

36. “One thing that hasn’t changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we’re already familiar with the advertiser in question and have a positive opinion of them.”

— Roy H. Williams

37. “If you’re not worried that you’re pricing it too cheap, you’re not pricing it cheap enough.”

— Roy H. Williams

38. “In marketing you must choose between boredom, shouting and seduction. Which do you want?”

— Roy H. Williams

39. “String Theory describes energy and matter as being composed of tiny, wiggling strands of energy that look like strings. And the pitch of a string’s vibration determines the nature of its effect.”

— Roy H. Williams

40. “A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.”

— Roy H. Williams

41. “Quantum Mechanics and General Relativity are both accepted as scientific fact even though they’re mutually exclusive. Albert Einstein spent the second half of his life searching for a unifying truth that would reconcile the two.”

— Roy H. Williams

42. “Strings of gravity vibrate at a different frequency than strings of light.”

— Roy H. Williams

43. “Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?”

— Roy H. Williams

44. “Month after month, Wizard Academy equips people who want to make a difference. This is why journalists and scientists and artists and educators and business owners and advertising professionals and ministers are attracted to our little school.”

— Roy H. Williams

45. “Follow a trail of bold mistakes and at the end of them you will find a genius.”

— Roy H. Williams

46. “Consequently, a young business often grows by large percentages. Mature businesses rarely do.”

— Roy H. Williams

47. “If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it.”

— Roy H. Williams

48. “The salability of an item can often be improved while the value itself remains unchanged.”

— Roy H. Williams

49. “Human beings are creators, flinging powerful images into the minds of their fellow men. And all of these images are built of tiny particles of thought.”

— Roy H. Williams

50. “Contrary to popular belief, Americans don’t hate advertising.”

— Roy H. Williams