People donโt want to buy a quarter-inch drill. They want to buy a quarter-inch hole!
Theodore LevittOrganizations, by their very nature are designed to promote order and routine. They are inhospitable environments for innovation.
Theodore LevittOne should not focus on the differences between people but look for commonality and similarity.
Theodore LevittThe fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in part predictable from what is known about the freewheeling fantasies of very young children.
Theodore Levitt