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

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

Ideas are useless unless used.

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.

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

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

Anything in excess is a poison.