The Customer Rarely Buys What The Business

The Question That Faces The Strategic Decision Maker Is Not What His Organisation Should Do Tomorrow. It Is, What Do We Have To Do Today To Be Ready For An Uncertain Tomorrow?

Replace Your Pursuit Of Success With The Pursuit Of Contribution.

Because Its Purpose Is To Create A Customer, The Business Enterprise Has Two - And Only These Two — Basic Functions: Marketing And Innovation. Marketing And Innovation Produce Results; All The Rest Are 'costs'.

Marketing And Innovation Produce Results; All The Rest Are Costs.

The Most Critical Case In A Corporation, Especially A Big One, Is When Everything Goes Well, When You Have Accomplished Your Objectives. When The Temptation Is To Work Twice As Hard Instead Of Saying, "we Have Accomplished Our Objectives, We Have To Think Again."