Foremost is the principle that the purpose of consumer research is to understand the customer's needs and wishes, and thus design product and service that will provide better living for him in the future. A second principle is that no one can guess the future loss of business from a dissatisfied customer.

Don't expect smart people to listen to you without proof.

It would be a mistake to export western management to a friendly country.

No one can measure the loss of business that may arise from a defective item that goes out to a customer.

It is not necessary to change. Survival is not mandatory.

The worker is not the problem. The problem is at the top! Management!

You can not plan to make a discovery. You do not plan innovation.