Each System Is Perfectly Designed To Give

People Are Entitled To Joy In Work.

There Is No Substitute For Knowledge.

Hold Everybody Accountable? Ridiculous!

Foremost Is The Principle That The Purpose Of Consumer Research Is To Understand The Customer's Needs And Wishes, And Thus Design Product And Service That Will Provide Better Living For Him In The Future. A Second Principle Is That No One Can Guess The Future Loss Of Business From A Dissatisfied Customer.

Information Is Not Knowledge. Let's Not Confuse The Two.