Creative people tend to pass the responsibility for getting down to brass tacks to others.
Theodore LevittIdeation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".
Theodore LevittOne should not focus on the differences between people but look for commonality and similarity.
Theodore LevittAn industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill
Theodore LevittSelling 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.
Theodore Levitt