A product is not a product unless it sells. Otherwise it is merely a museum piece.

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

The trouble with much of the advice business is getting today about the need to be more vigorously creative is, essentially, that its advocates have generally failed to distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.

Kodak sells film, but they don't advertise film; they advertise memories.

Ideas are useless unless used.

Creativity is thinking up new things. Innovation is doing new things.

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.