True marketing starts...with the customer, his demographics, his realities, his needs, his values. It does not ask, "What do we want to sell?" It asks, "What does the customer want to buy?"

When it rains manna from heaven, some people put up an umbrella. Others reach for a big spoon.

Never ask who's right. Start out by asking what is right. And you find that out by listening to dissenting, disagreeing opinions.

The Pertinent Question is NOT how to do things right - but how to find the right things to do, and to concentrate resources and efforts on them.

Our society has become an employee society.

Ideas are like frog eggs: you've got to lay a thousand to hatch one.

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.