A high heart ought to bear calamities and not flee them, since in bearing them appears the grandeur of the mind and in fleeing them the cowardice of the heart. Pietro Aretino
A major source of objection to a free economy is precisely that group thinks they ought to want. Underlying most arguments against the free market is a lack of belief in freedom itself. Milton Friedman
A philosopher is, no doubt, entitled to examine even those distinctions that are to be found in the structure of all languages... in that case, such a distinction may be imputed to a vulgar error, which ought to be corrected in philosophy. Thomas Reid
A poet ought not to pick nature's pocket. Let him borrow, and so borrow as to repay by the very act of borrowing. Examine nature accurately, but write from recollection, and trust more to the imagination than the memory. Samuel Taylor Coleridge
A thing moderately good is not so good as it ought to be. Moderation in temper is always a virtue; but moderation in principle is always a vice. Thomas Paine
A true critic ought to dwell upon excellencies rather than imperfections, to discover the concealed beauties of a writer, and communicate to the world such things as are worth their observation. Joseph Addison
Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop. Jay Chiat
