Theodore Levitt

Organizations exist to enable ordinary people to do extraordinary things.

Kodak sells film, but they don't advertise film; they advertise memories.

Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.

Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.

A powerful force drives the world toward a converging commonality, and that force is technology. … Almost everyone everywhere wants all the things they have heard about, seen, or experienced via the new technologies.

You want to dig your well where you have the best chance of finding water with the least amount of digging

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.

The true purpose of a business is to create and keep a customer, not to make you money.

Ideas are useless unless used.

Just as energy is the basis of life itself, and ideas the source of innovation, so is innovation the vital spark of all human change, improvement and progress.

Creativity is thinking up new things. Innovation is doing new things.