An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill

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

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

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.

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

The 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.