There is no such thing as a commodity. It is simply a product waiting to be differentiated.
Philip KotlerWhen it comes to efficiency and effectiveness, I would always start with effectiveness. I am interested in achieving a certain outcome. Only secondarily do I worry about achieving it as efficiently as possible.
Philip KotlerThe key solution is to invest in innovation and entrepreneurship within the company. Reducing waste - although probably not eliminating it - and do so at all levels of government would probably generate the capital needed. Alas, that will probably not happen because it makes too much sense.
Philip Kotler