Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".

You want to dig your well where you have the best chance of finding water with the least amount of digging

Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. Others that are thought of as seasoned growth industries have actually stopped growing. In every case, the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management.

Creativity is thinking up new things. Innovation is doing new things.

Ideas are useless unless used.

People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!

An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill