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

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

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

Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".

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

Though progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the imagination.