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.

Two basic rules of life are: 1) Change is inevitable. 2) Everybody resists change.

We must satisfy our customers.

Forces of Destruction: grades in school, merit system, incentive pay, business plans, quotas.

There is no knowledge without theory.

I should estimate that in my experience most troubles and most possibilities for improvement add up to the proportions something like this: 94% belongs to the system responsibility of management 6% special

Zero defects is a super highway going down the tube.