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.

We are here for an education.

People are entitled to joy in work.

Management's job is to optimize the whole system.

A system is a network of interdependent components that work together to try to accomplish the aim of the system. A system must have an aim. Without the aim, there is no system.

To copy is to invite disaster.

Hold everybody accountable? Ridiculous!