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

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

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.

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

People don't want quarter-inch drills. They want quarter-inch holes.

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.

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