Long before the listicle epidemic of the social web, 11th-century Japanese courtesan Sei Shanagon, the world’s first “blogger,” enumerated 7 rare things in life, beloved novelist Umberto Eco asserted the list was the origin of culture, and the inimitable Susan Sontag reflected on why lists appeal to us.

One of modern history’s most fierce list-lovers is advertising legend and original “Mad Man” David Ogilvy (June 23, 1911–July 21, 1999), as evidenced by his enduring 10 no-bullshit tips on writing. From The Unpublished David Ogilvy (public library) — which also gave us Ogilvy’s endearing memo of praise to a veteran copywriter — comes his list of the ten qualities he looks for in creative leaders, as originally delivered in one of Ogilvy’s eloquent talks to the staff. Among expected necessities like work ethic and the ability to transcend fear in the creative process are also a few oft-overlooked but equally important requirements like a healthy dose of nuttiness and comedic sensitivity. (We already know that humor and creativity are driven by the same mechanics.)

1. High standards of personal ethics.
2. Big people, without pettiness.
3. Guts under pressure, resilience in defeat.
4. Brilliant brains — not safe plodders.
5. A capacity for hard work and midnight oil.
6. Charisma — charm and persuasiveness.
7. A streak of unorthodoxy — creative innovators.
8. The courage to make tough decisions.
9. Inspiring enthusiasts — with trust and gusto.
10. A sense of humor.

The Unpublished David Ogilvy features many more of Ogilvy’s lists, as well as a wealth of his insights on everything from creativity to management to the nitty-gritty of the communication arts.