My Problem With The Search For The

By All Means, Fire The Customers Who Aren't Worth The Time And The Trouble. But Understand That The Moment You Insist The Customer Is Wrong, You've Just Started The Firing Process.

Excellence Isn’t About Meeting The Spec, It’s About Setting The Spec. It Defines What The Consumer Sees As Quality Right This Minute, And Tomorrow, If You’re Good, You’ll Reset That Expectation Again

It Might Be Bold To Put Your Work Into The World Unadorned, But It's Probably Ineffective.

You Can't Fool All The People, Not Even Most Of The Time. And People, Once Unfooled, Talk About The Experience.

The Only Path To Amazing Runs Directly Through Not-yet-amazing