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.

In God we trust; all others bring data.

The aim should be to work on the method of management.

Anybody can achieve gains in quality by slowing down production. That is not what we are talking about.

Experience by itself teaches nothing.

Plants don't close from poor workmanship, but from poor management.

Knowledge is theory. We should be thankful if action of management is based on theory. Knowledge has temporal spread. Information is not knowledge. The world is drowning in information but is slow in acquisition of knowledge. There is no substitute for knowledge.