David Ogilvy, founder of the advertising firm Ogilvy & Mather, made this point clear to his newly appointed office heads by sending each a Russian nesting doll with five progressively smaller figures inside.

• 奥格尔维和马瑟广告公司的创建人戴维·奥格尔维，通过送给他新任命的部门经理每人一套俄罗斯风格的套叠式玩具娃娃（里面共有五个依次变小的玩具娃娃）而把这一点清楚地告诉了他们。