With Christianity, freedom and equality became the two basic concepts of Europe; they are themselves Europe.

What the customer buys and considers value is never a product. It is always utility, that is, what a product or a service does for the customer.

Businesses are not paid to reform customers. They are paid to satisfy customers.

When a subject becomes totally obsolete we make it a required course.

Objectives are not fate; they are direction. They are not commands; they are commitments. They do not determine the future; they are a means to mobilize resources and energies of the business for the making of the future.

The relevant question is not simply what shall we do tomorrow, but rather what shall we do today in order to get ready for tomorrow.

Entrepreneurship rests on a theory of economy and society. The theory sees change as normal and indeed as healthy. And it sees the major task in society – and especially in the economy – as doing something different rather than doing better what is already being done. This is basically what Say, two hundred years ago, meant when he coined the term entrepreneur.