People are more comfortable with the familiar. It takes selling a big dream that comes with excellent income possibility to get someone to leave his or her comfort zone.
Philip KotlerToo much of the income gains go to too few people, even though all of the stakeholders worked together to make their companies successful. By failing to put enough income into more hands, the GDP grows slower and consumers manage to meet their needs by incurring high levels of debt.
Philip KotlerThe key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.
Philip Kotler