Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.

A person without an Apple watch is perfectly content with his present watch but when he sees his friends buying the watch, he will hanker for an Apple watch. The endless cycle of wanting, getting, and wanting again is part of the plot of Capitalism. It is the way Capitalism creates jobs. The only antidote is Buddhism that holds that people might be happier by renouncing desire rather than by striving to satisfy desire. But then how can the economy create enough jobs in a Buddhist society of "less is more."

It is no longer enough to satisfy your customers. You must delight them.

There is much work to do to protect forests from over-timbering and oceans and lakes from over-fishing. We need to encourage and reward companies that create jobs to reduce the carbon footprints of offices and buildings and homes.

Whenever someone wonders how I could have written 57 books, I remind them that Isaac Asimov wrote 500 books.

Don’t buy market share. Figure out how to earn it.

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.