People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!

- Theodore Levitt

The fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in part predictable from wh…

- Theodore Levitt

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

- Theodore Levitt

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

- Theodore Levitt

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

- Theodore Levitt

An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill

- Theodore Levitt

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expert…

- Theodore Levitt

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

- Theodore Levitt

Experience comes from what we have done. Wisdom comes from what we have done badly.

- Theodore Levitt