Experience comes from what we have done. Wisdom comes from what we have done badly.

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

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

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.

Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.

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

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