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

Creative people tend to pass the responsibility for getting down to brass tacks to others.

Customers buy 1/4 holes, not 1/4 bits.

Ideas are useless unless used.

Though progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the imagination.

A powerful new idea can kick around unused in a company for years, not because its merits are not recognized, but because nobody has assumed the responsibility for converting it from words into action.

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.