The aim of marketing is to make selling superfluous.

The most serious mistakes are not being made as a result of wrong answers. The true dangerous thing is asking the wrong question.

Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view.

Important decisions are risky. They should be controversial. Acclamation means that nobody has done the homework.

Successful leaders don't start out asking, 'What do I want to do?' They ask, 'What needs to be done?' Then they ask, 'Of those things that would make a difference, which are right for me?'

Defending yesterday is far more risky than making tomorrow.

The purpose of an organization is to enable ordinary humans beings to do extraordinary things.