Nothing happens without personal transformation.

Competition should not be for a share of the market-but to expand the market.

We should work on our process, not the outcome of our processes.

Just because you can measure everything doesn't mean that you should.

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

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.

Understanding variation is the key to success in quality and business.