The job of a professional manager is not to like people. It is not to change people. It is to put their strengths to work.

No institution can possibly survive if it needs geniuses or supermen to manage it. It must be organized in such a way as to be able to get along under a leadership composed of average human beings.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Marketing is the distinguishing, unique function of the business.

Making changes to better appeal to customer is INNOVATION.

Every time you do something that is important, write down what you expect will happen.

Only three things happen naturally in organizations: friction, confusion, and underperformance. Everything else requires leadership.