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

Innovation is the specific tool of entrepreneurs, the means by which they exploit change as an opportunity for a different business or a different service. It is capable of being presented as a discipline, capable of being learned, capable of being practiced. Entrepreneurs need to search purposefully for the sources of innovation, the changes and their symptoms that indicate opportunities for successful innovation. And they need to know and to apply the principles of successful innovation.

The greatest change in corporate culture - and the way business is being conducted - may be the accelerated growth of relationships based... on partnership.

Leadership is an achievement of trust.

Plans are only good intentions unless they immediately degenerate into hard work.

No other area offers richer opportunities for successful innovation than the unexpected success.

But innovation is more than a new method. It is a new view of the universe, as one of risk rather than of chance or of certainty. It is a new view of man's role in the universe; he creates order by taking risks. And this means that innovation, rather than being an assertion of human power, is an acceptance of human responsibility.