Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.
Theodore LevittPeople donโt want to buy a quarter-inch drill. They want to buy a quarter-inch hole!
Theodore LevittThough progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the imagination.
Theodore LevittThe 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.
Theodore Levitt