Kodak sells film, but they don't advertise film; they advertise memories.

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

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.

One should not focus on the differences between people but look for commonality and similarity.

The true purpose of a business is to create and keep a customer, not to make you money.

Organizations exist to enable ordinary people to do extraordinary things.

Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.